SOCIAL MEDIA & PREMIUM BRANDS

FEBRUARY  2013  

PRACTICAL SESSION

KEY FACTS AND USEFUL

TOOLS TO  HELP  YOU  THINK  THE  SOCIAL  STRATEGY    OF  A  PREMIUM  BRAND        

KEY FACTS: SOCIAL

MEDIA IS MORE THAN A

MEDIA

EDITION  CONTENT  GAMING   DISCUSSION  SOCIAL  PLATFORM  

IT IS ALL KINDS OF DIGITAL OBJECTS ALLOWING INTERACTIONS AND COMMUNITIES

TRADE  

GENERATING DIFFERENT TYPES OF BEHAVIOURS

CREATOR USA 24% UE7 23%

COLLECTIONNIST USA 23% UE7 22%

CRITICIZER USA 36% UE7 33%

FOLLOWER USA 68% UE7 50%

VIEWER USA 73% UE7 69%

PASSIVE USA 14% UE7 21%

BROADCASTER OWN VIDEO/MUSIC UPLOAD ARTICLE WRITTER

RSS FLOW, WIDGET USAGE, TAGGING, VOTES

POSTS, COMMENTS, VOTES. FORUMS/WIKI CONTRIBUTOR

UPDATE HIS PROFILE, SOCIAL MEDIA VISITOR

BLOG/CONTENT/COMMENTS READER, VIDEO VIEWER, PODCAST LISTENER

NO SOCIAL PLATFORM USAGE

Forrester  –  Social  Media  AdopFon  2011  Q3  

Créateur USA 24% UE7 23%

Collectionneur USA 23% UE7 22%

CREATORS INDIA 80% CHINA 76%

WHICH GIVE BIRTH TO DIFFERENT LADDER

GENERATING DIFFERENT TYPES OF RULES TO FOLLOW – TO GET ACCEPTANCE

CONVERSATION  

SHARING  

PARTICIPATION  

COLLABORATION  

SOCIAL  IDEAS  

1  

2  

3  

4  

5  

BRAND  

CONVERSATIONAL  BRAND  

1. CONVERSING

BETWEEN PEOPLE.

1. A

CONVERSATION OFFERING

UTILITY

2. THE ART OF

SHARING: GENERATING A

SOCIAL CURRENCY AND CHANGING

PEOPLE INTO MEDIA

3. MAKE PEOPLE

PARTICIPATE AND BECOME A

CULTURAL BRAND

4. ALLOW

COLLABORATION, CO-CREATION, CO-

OWNERSHIP

5. KEEP ROOTED IN

THE NOW

KEY PROBLEM: AN

INCOMPATIBILITY WITH

PREMIUMNESS ?

IS THERE A WAR TAKING PLACE

BETWEEN PREMIUM BRANDS &

SOCIAL MEDIA ?

THE  CURRENT  CULTURAL  CHOC:  THE  IMPOSSIBLE  MARRIAGE  BETWEEN  A  USER  CENTRIC  CULTURE    AND  A  BRAND  FOCUSED  POINT  OF  VIEW.    

SOME  SAY  THAT  SOCIAL  MEDIA  COULD  KILL  PREMIUM  AND  LUXURY  BRANDS,    BY  DESTROYING  OUR  COMMON  REFERENCES,  PROVIDED  BY  MASS  MEDIA  

THIS  CULTURAL  CHOC  ENABLES  SOME  KEY  PARADOXES  –  TO  BE  CONSIDERED  AS  CHALLENGES  FOR  PREMIUM  BRANDS  ON  SOCIAL  PLATFORMS.  

KEY PARADOXES

5. CONTRARIETY & CONVERSATION

4. INNOVATION DICTATURE

3. MEDIA

CULTURE DIFFERENCE

2. TARGET AND BRAND ROLE DIFFERENCE

1. TIME

DIFFERENCE

1. TIME

DISAGREEMENT

IMMEDIACY  IS  THE  DIGITAL  NEW  NORM:  EVERY  PIECE  OF  INFORMATION,  REQUEST,  INTERACTION  IS  TO  BE  FULFILED  INSTANTEANOUSLY.  THE  APPROPRIATE  BASIS  FOR  PRE-­‐COGNITIVE  MARKETING.  

ON  THE  CONTRARY,  FOR  LUXURY  GOODS  &  BRANDS,  TIME  IS  MADE  FOR  LEGACY  AND  IS  CONSQUENTLY  SLOW,  AS  REQUIRED  BY  CRAFTSMANSHIP.    

A  SENSE  OF  LEGACY  STRENGHTENED  BY  THE  WILL  TO  BECOME  A  CULTURAL  REFERENCE  (LOUIS  VUITTON  EXHIBITIONS,  CHANEL  MOBILE  

MUSEUM,  FLASH  EXHIBITIONS  FROM  PRADA).  

RECONCILIATION:

BUILDING A VIVID

EXPERIENCE, A PRECIOUS MOMENT, A

SERVICE MADE TO MEASURE

E.G.  BURBERRY  +  TWITER  =  TWEETWALK  (SPRING  SUMMER  2012)  :  TWITTER  FOLLOWERS  HAD  SEEN  THE  «  SILHOUETTES  »  FIRST  HAND,  EVEN  BEFORE  SPECTATORS  DURING  THE  COLLECTION  PRESENTATION.    

2. TARGET AND BRAND ROLE DIFFERENCE

THERE  IS  A  POSSIBLE  «  AGE  GAP  »,  AS  THE  TEENAGERS  /  YOUNG  ADULTS  ARE  MASSIVELY  INVESTING  SOME  SOCIAL  PLATFORMS  LIKE  TWITTER.    

THOUGH,  THE  (PREMIUM)  BRAND  TARGETS  AND  SOCIAL  MEDIA  USERS  WHO  CLAIM  THEIR  INTEREST  FOR  SUCH  BRANDS  ARE  NOT  THE  SAME:  THERE  IS  NO  SYSTEMATIC  LINK  BETWEEN  A  «  LIKE  »  OR  A  «  FOLLOW  »  AND  THE  INTENTION  TO  BUY.      

ON  THE  CONTRARY,  LUXURY  BRANDS  ARE  OFTEN  TAKEN  AS  A  QUALIFYING  TOKEN  –  CONSUMING  THE  BRAND  IMAGE.    

RECONCILIATION:

A TASTE FOR MODESTY AND A

RESPECT FOR THE IDEA OF

COMMUNITY.

THE  MAIN  ACCOUNT  OF  MOET  &  CHANDON  IS  PROTECTED,  IN  ORDER  TO  PROTECT  CONFIDENTIALITY  BUT  ALSO  TO  CREATE  A  DESIRE  FOR  THE  MYSTERY.    

MERCEDES  HAS  CREATED  SOME  PLATFORMS  DEDICATED  TO  SELECTED  AND  INVITED  AUDIENCES  IN  ORDER  TO  INTERACT  WITH  THEM  (WITH  A  REWARD  DYNAMIC).    

3. MEDIA

CULTURE DIFFERENCE

FOR  WIRED  «  THE  WEB  IS  DEAD  »  -­‐  BUT  VIDEO  IS  ABOUT  TO  TAKE  THE  LEAD  AS  THE  NEW  «  PREFERED  TYPE  OF  CONTENT  »  

WHEN  LUXURY  AND  PREMIUM  BRANDS  FEEL  MORE  COMFORTABLE  ON  A  PHOTOGRAPH…  

RECONCILIATION

MASTER NEW SUPPORTS AND

BECOME A BROADCASTER

THE  VIDEO  IS  BECOMING  A  «  SOCIAL  CURRENCY  »  -­‐  EASY  TO  LIKE,  TO  SHARE,  TO  DREAM  ABOUT…  IF  IT  IS  CONSIDERED  AS  A  REAL  BRAND  PRODUCT  (WITH  THE  SAME  LEVEL  OF  QUALITY  THAN  OTHER  BRANDED  GOODS).    

THAT’S  WHY  LUXURY  BRANDS  ARE  BECOMING  REAL  BROADCASTERS.    (E.G.  :  Dior  –  124  videos  /  15  M  seen  pages  1  y  //  CarZer  –  37  videos  /    32,6  M  s.p.  with  15  for  l’Odyssée  1  y)    

…WITH  SOMETIMES  THIS  TEMPTATION  TO  OFFER  OWNED  SOCIAL  PLATFORMS.  E.G.  VEUVE  CLICQUOT  &  «  WISH  YOU  WERE  HERE  »  FOR  THE  «  CLICQUOT  EXPERIENCES  »  -­‐  LIFESTYLE  PHOTOGRAPHS  TAKEN  

BY  SELECTED  CONSUMERS.    

4. INNOVATION DICTATURE

THE  DIGITAL  EVOLUTION  IS  AN  ILLUSTRATION  OF  THE  CREATIVE  DESTRUCTION  (SCHUMPETER):  INNOVATION  BUNCHES  REDEFINE  ONE  AFTER  THE  OTHER  THE  BUSINESS  /  ECONOMICAL  PATTERNS  AND  OUR  LIFE  STYLE…    

SEVERAL  TIMES  IN  A  LIFETIME..  

…WHEN  LUXURY  IS  SUPPOSED  TO  BE  TIMELESS  

RECONCILIATION

CHERISH CREATIVE

DISRUPTION AND THE « FIRST

TIMES »

BURBERRY  IN  CHINA  =  STEREOSCOPIC,  ACOUSTIC,  VISUAL  AND  SENSORY  EXPERIENCE  LINKING  REAL  AND  VIRTUAL  WORLDS  I.E.  A  FASHION  SHOW  MIXING  A  CONCERT,  HOLOGRAMS  AND  REAL  MODELS  TO  BE  SEEN.    

…BUT  AVOIDING  UNACCURATE  INNOVATIONS  OR  TERRITORIES  

5. CONTRARIETY & CONVERSATION

DIGITAL    INTERACTION    CONVERSATION    AUDIENCE  TAKING  THE  CONTROL.  E.G.  THE  VICHY  CASE,  IN  FRANCE    THE  FIRST  SCANDAL  OF  FALSE  CONVERSATION  DISCOVERED  BY  USERS.    

IN  2012  THE  #trendingtopic  OF  LAGERFELD  AND  ADELE  FIGHT  HAVE  FILLED  THE  SOCIAL  PLATFORMS,  ENDING  WITH  THE  APOLOGIES  OF  THE  CREATOR.    

BUT  THE  HABIT  OF  (PREMIUM)  BRANDS  KEEPS  ON  PROPOSING  A  «  TOP  DOWN  »    COMMUNICATION  FROM  A  «  MAJECTIC  »  BRAND.    

THIS  CAN  BE  DANGEROUS  IN  A  ERA  OF  PERMANENT  PRE-­‐CRISIS  WHEN  YOU  PERMANENTLY  NEED  TO  BE  READY  TO  ANSWER  TO  THE  «  BAD  BUZZ  »  DESTROYING  THE  BRAND  REPUTATION  –  THE  GOODWILL  BEING  THE  REAL  BRAND  CAPITAL..  

RECONCILIATION

FREEDOM, UTILITY AND

DREAM

LETTING  SOME  SPACE  FOR  INTERACTION  ALLOWS  TO  INTERACT  WITH  THE  BRAND  AUDIENCE,  EVEN  THE  NEGATIVE  ONES.    

“WE  ARE  NOT  JOYALS  CREATORS,  BUT  STORY  TELLERS.”  Stanislas  de  Quercize  –  Van  Cleef  &  Arpels  

ALLOWING  THE  DREAM,  AS  LUXURY  BRANDS  ARE  MORE  «  CULTURE  CENTRIC  »  THAN  «  USER  CENTRIC  »,  OPENING  THE  DOORS  OF  BACK  STAGE,  BEHIND  THE  SCENE  AND  OTHER  SECRETS.    

ALLOWING  UTILITY  PROVIDING  SERVICES  –  WITH  TUTORIALS  FOR  EXAMPLE.  HERE  G.H.MUMM  AND  ITS  CHAMPAGNE  PROTOCOLES.      

Conclusion

SOCIAL  PLATFORMS  ARE  NOT  A  FRIENDLY  ENVIRONENT  FOR  (PREMIUM)  BRANDS…  BUT  IT  IS  ALMOST  IMPOSSIBLE  TO  AVOID  THEIR  ATTRACTION  POWER.    

THE  CONDITIONS  OF  SUCCESS:  

/DON’T  PROPOSE  ADVERTISING  –  PROMOTE  CONTENT  AND  INFORMATION    /  IT’S  NOT  ABOUT  SOCIAL  MEDIAS,  IT’S  ABOUT  SOCIAL  IDEAS  /CHOOSE  YOUR  HOSTS  –  THE  SOCIAL  PLATFORM  AND  THE  AUDIENCES  –  IF  YOU  CAN    /HAVE  A  CONVERSATIONAL  APPROACH,  DONT  OFFER  A  MONOLOGUE    /BUILD  AN  ECOSYSTEM  /KEEP  THE  SAME  LEVEL  OF  QUALITY    /BE  «  CULTURE  CENTRIC  »  

YOUR WORK

THE ECOSYSTEM OF STARBUCK’S

COFFEE ON SOCIAL

PLATFORMS 10 MN

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THE IDEAL ROLE OF MAIN SOCIAL

PLATFORMS 10 MN

BRAND  

UTILITY  Which  are  the  main  uses  associated  with  this  social  network?  

PUBLICS  Who  are  the  users  of  this  social  network?  Which  communiZes  are  using  it?  

RELATIONSHIP  What  kind  of  relaZonship  can  we  built  with  users?  How  frequently  should  we  talk?  

TONE  OF  VOICE  How  should  be  the  brand  personality?  Is  there  an    "eZqueve"  to  respect?  

REACH  Keys  figures  (acZve  users,  Zme  spent…)  on  the  potenZal  reach  

OBJECTIVES  What  could  be  the  brand  objecZves?  

SOCIAL  MEDIA  

SOCIAL  MEDIA  ID  CARD  

UTILITY  Which  are  the  main  uses  associated  with  this  social  network?  YouTube  is  used  to  watch,  share  and  comments  video.  -­‐ People  browse  and  watch  video:  YouTube  is  the  second  search  engine.  -­‐ People  comment  and  «  like  »:  for  every  ‘dislike,’  there  is  10  ‘likes’-­‐  people  like  to  tell  other  people  about  the  stuff  they  love.  -­‐ People  share:  72  hours  of  video  are  uploaded  to  YouTube  every  minute.  

PUBLICS  Who  are  the  users  of  this  social  network?  Which  communiZes  are  using  it?  

The  YouTube  audience  is  really  large:  YouTube  is  localized  in  43  countries  and  across  60  languages  and  70%  of  YouTube  traffic  comes  from  outside  the  US  

YouTube's  demographic  is  broad  too:  18-­‐54  years  old.  

RELATIONSHIP  What  kind  of  relaZonship  can  we  built  with  users?  How  frequently  should  we  talk?  

YouTube  is  not  made  to  build  a  close  relaZonship  but  is  mostly  used  to  deliver  content.  

SomeZmes,  it  can  be  used  as  a  space  for  conversaZon  (Old  Spice  respond  campaign)  or  as  a  space  of  user  generated  content.  

TONE  OF  VOICE  How  should  be  the  tone  of  voice?  Is  there  an    "eZqueve"  to  respect?  

There  is  no  tone  of  voice  or  eZqueve  that  need  to  be  respect.  

The  video  of  less  than  one  minutes  have  the  bever  rate  of  success.    

Music  is  the  most  popular  category  

REACH  Keys  figures  (acZve  users,  Zme  spent…)  on  the  potenZal  reach  

Over  800  million  unique  users  visit  YouTube  each  month.  The  average  YouTube  user  watches  five  hours  of  video  and  visits  the  site  14  Zmes  per  month.  He  spends  15  minutes  per  day  on  YouTube.    

500  years  of  video  are  watched  every  day  on  Facebook,  and  over  700  videos  are  shared  on  Twiver  each  minute.  

OBJECTIVES  What  could  be  the  brand  objecZves?  

Many  objecZves  can  be  reach  through  YouTube  video:    

-­‐   Create  awareness  -­‐   Create  preference  -­‐   Entertain  with  brand  content  -­‐   Inform  about  a  product  -­‐   Share  some  Zps  /  tutorials  

SOCIAL  MEDIA  

SOCIAL  MEDIA  ID  CARD  

THANK YOU