Social Media Analysis

Published By: YU DANUniversity of Strathclyde

INTRODUCTIONSOVERVIEW• Burberry Group plc (LSE: BRBY) is a British luxury fashion

house, manufacturing clothing, fragrance, and fashion accessories which was invented by founder Thomas Burberry in 1865.http://www.youtube.com/watch?v=JlPKOX7G0oQ

MISSION• The mission of Burberry is to meet customers ‘needs and

tastes by continuously providing high quality and fashionable products

BUSINESS STRATEGY• The business strategy of Burberry is to manage and maintain

its integrity and vitality of this extraordinary brand, and at the same time they will continuously develop businesses which are relevant to ever-evolving markets and consumer tastes

EVALUATION OF BURBERRY's CURRENT USE OF SOCIAL MEDIA

BURBERRY: A SOCIAL MEDIA SUCCESS STORY• There is a new factor to Burberry’s success. It is its creation and

distribution of branded digital and social media experiences.

http://www.youtube.com/user/burberry?ob=4&feature=results_main

INTERNAL ANALYSISCRITICAL ANALYSIS OF BURBERRY.COM

www.burberry.com

OBJECTIVES:To become a Social Enterprise, linking social media into everything which creates social value.

WHAT THEY DO AND IMPACT: All pictures of all categories of Burberry products on homepage To allows users to register their own accounts to shop online Flexible and practical for customers’ online shopping.

Video streaming facility, videos give a good experience of Burberry products, fashion show collections of different years and different seasons, significantly increasing customers’ motivation and engagement to buy the product

“The art of the Trench”, a exclusive site for customer communications and interactions

Burberry Acoustic, collaborating with musicians and artists to put together an incredible group of ongoing acoustic sessions

What's more: overviews of Burberry Company, heritage, customer service, sitemap of Burberry shops, language selsction

LIMITATIONS: No customized product channel

PROBLEMS: Sometimes customers cannot log in

EFFECTIVENESS: Burberry has made a success story in its social media application. It has effectively and successfully used social media to support their business, brand, culture and everything which creates value

EXTERNAL ANALYSISThere are more than hundred kinds of external social media links which support BURBERRY and increase it awareness. Some external social media icons with hyperlink is shown below:

On BURBERRY official website there areMainly 3 kinds of social media links as shown below:

WHAT THEY DO AND IMPACT: FACEBOOK: Over 3 million fans, to let its users to subscribe to the website via SMS, to let users track trends and to provides the brand with immense feedback, to enables a back and forth communication between users, to provide videos on the website which let users to track Burberry events and updates in real time

TWITTER: 82,978 followers now, to include, celebrities such as Victoria Beckham, fashion ad news and opinion leaders, to link to almost immediately update on Burberry's activities, to links directly back to Facebook and the two sites work in tandem to create immense traction, to allows followers to receive updates through text messaging

YOUTUBE: to constantly updates videos related to the brand, not only a tool that functions in and of it but also provides a support system for Facebook, Twitter and the homepage

A SUCCESSFULLY INTEGATED USING SOCIAL MEDIA CHANNELS OF BURBERRY: A succsfful story of integration of its "The art of the trench" and Facebook

LIMITATIONS & PROBLEMS AND EFFECTIVENESS: For example, nearly no videos in other language, but still very effectively use external social media

HOW OTHER SAY ABOUT BURBERRY’S SOCIAL MEDIA

COMPETITIVE ANALYSISBurberry wears Social Media trench coat

COMPARISON: For example, compared to a most competitive competitor, LOUIS VUITTON, for Burberry in using social media

CORE COMPETENCE OF BURBERRY: First mover advantage, “experience effect” and less cost, mature exclusive way of using social media tools, has already accumulated a large amount of first mover advantage resource, such as the Burberry Face book fans, Burberry Twitter followers, Burberry YouTube viewers, the stable and mature Burberry social network, popularity and frequency of appearance

RECOMMENDATION TO FURTHER IMPROVE BURBERRY’S COMPETITIVE ADVANTAGE: On one hand, it should maintain and develop this situationOn the other hand, Burberry has extra capability to expand and innovate its using social media compared to other companies

• Luxury goods group Burberry has hooked up with social networking company Facebook to launch a Web site celebrating its trench coat, becoming the latest retailer to use social media in a bid to boost its brand.

• The Web site, artofthetrench.com, will allow members connected via Facebook to submit images and stories about Burberry trench coats and share them with one other.

• The move puts Burberry among a procession of retailers using social media like Facebook, Twitter and YouTube to get their brands in front of consumers and interact with them.

• It gets the support from social media of British royal family.

• It appears in the MILAN fashion weeks, which means it gets support from almost all the major mainstream medias.

SOME OTHER COMPETITIVE ADVANTAGE

6IS APPROACH

• INSIGHT & IMPACT– Building a luxury, valuable, good quality,

worthy and reliable brand– Increasing brand awareness, Increasing

sales, Increasing interaction with customers, reducing costs, building a quality customer base, building high growth potential customers

• Involvement– Increasing almost several billion customers

on social medias, increasing the quality and loyalty of customers

• INTERACTION– Listening, exchanging value with

customers, customization of design and so on

• Intimacy– For its luxury, noble and valuable,

its customers really like this brand and hold a positive sentiments to BURBERRY

• Influence– There are so many effectively

internal and external social medias which support BURBERRY. Such as Facebook, Google, Twitter, YouTube, MILAN week fashion shows and so on.

BENEFITS FROM SOCIAL MEDIA: It largely increases the awareness of BURBERRY in the world. It forms a wide information network for BURBERRY. It increases the reputation and reliability of BURBERRY brand. It increases the confidence and loyalty of BURBERRY customers.

OPPORTUNITIES FOR BURBERRY:Opportunity in developing countries, such as India and China

Blogs

There are still many developing social media tools in other countries, and they also have large amount of users.

With the increase of Globalization, the users of these social media will continuously increase

With the increase of using internet, the number of potential social media users is significant

The revolution and innovation of new social media tools will bring large amount of users,such as two-way interaction social media tools

RECOMMENDATIONSIn order to increasing global awareness, Burberry should target the top developing countries in the world. Such as China, India and Brazil. For example, to present on QQ, RenRen and 51.com In order to engage younger customers and to form Burberry patterns into their consciousness, Burberry should formulate processes which represent the Burberry patters. For example, a gaming segment into their social media initiative.

In order to engage the professional community, Burberry should increase the brand’s participation on professional networking websites.

In order to increase conversations related to the brand on blogs, Burberry should create a website which is for users to blog about their brand, their products, their fashion trends and so on.

In order to increase its competitive advantage, it should continuously update the contents on all their social media channels.

In order to provide a further push, Burberry can develop an app for smart phones, which will enable customers to access the Burberry site directly and to buy some products. IPhone/IPad, BlackBerry, Samsung, Android and all other smart phones.

In order to increase the user friendly, it should build a direct feedback channel

REPORT STRUCTURE

• Introductions• Internal analysis• External analysis• Competitive analysis• 6Is Approach• Recommendations & Conclusions