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Is social media just for chavs?

Richard Pentin, Senior Planner, TMW

Is social media just for chavs?

Richard Pentin, Senior Planner, TMW

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| WHY the luxury sector should not

ignore social media

| WHAT strategic considerations are critical for success

| HOW Infiniti Europe have used social media successfully

overview

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The Long Tail PrincipleSites / devices used

Vis

itors

Extent of brand owned or controlled online touch points

The number of visitors to non-brand controlled online touch points far outweighs those visiting ‘official’ sites

Luxury brands need to engage consumers in non-brand controlled environments

WHY is social media so important?

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Or to put it another way…

Your prospects simply won’t see you if they’re looking in the wrong direction

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Power is shifting away from brands to consumers

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Marketers are taking it seriously too

Around 90% of companies believe

social media marketing is effective

in building brand awareness and

driving website traffic

Around 90% of companies believe

social media marketing is effective

in building brand awareness and

driving website traffic

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So how should luxury brands embrace social

media? ”“

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Create a MySpace page?

http://www.myspace.com/lovebycartier

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Create a fanpage on Facebook?

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Write a corporate blog?

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Create a branded YouTube Channel?

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Open a twitter account?

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50%

of social media campaigns will fail

Gartner Gartner Symposium/ITxpo 2008

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Key to success is understanding how and why your consumers participate in

social media

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How consumers participate in social media

Consumers participate in social media to different

degrees

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Participation varies significantly by age

How consumers participate in social media

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Why consumers participate in social media

DISCOVERY Learning or self-development

DISCOVERY Learning or self-development

FAME Notoriety or competitionFAME Notoriety or competition

EXPRESSION Creativity or identity

EXPRESSION Creativity or identity

SOCIAL Connecting, reinforcing tribes or belonging

SOCIAL Connecting, reinforcing tribes or belonging

ESCAPISM Entertainment

ESCAPISM Entertainment

ALTRUISM Helping others or involvement with the brand

ALTRUISM Helping others or involvement with the brand

ICM research sponsored by Creston Group 1,000 people 16 motivations 6 core value opportunities

To maximise your chances of success it’s important to appreciate your target audience’s different motivations for participation

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Having defined how and why your consumers participate in social media

you can start to develop a social proposition

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Share

Create

Inspire

Stimulate

DiscussExplore

Play

Challenge

Celebrate

Learn

Involve

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CASE STUDY

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Blogosphere Buzz Infiniti barely registered on the Richter Scale!

AudiAudi

LexusLexus

InfinitiInfiniti

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Forum posts per dayInfiniti also lags behind on forum postings

AudiAudi

LexusLexus

InfinitiInfiniti

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Target audience The Progressive Entrepreneur

45-55+ male

Highly affluent, successful businessman

Entrepreneurial spirit, non-conformist, independent

Stylish, fashion conscious

Appreciates creativity, design, quality

Understated luxury

Very internet savvy, iphone/blackberry

Currently owns premium car - BMW, Lexus, MB, Audi or Porsche

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Social media behavioural insights of the Progressive Entrepreneur

“Spectators”

DISCOVERY Learning or self-development

DISCOVERY Learning or self-development

HOW? WHY?

“Discoverers”+

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Empower key opinion formers

to talk passionately about Infiniti coming to Europe,

so that Progressive Entrepreneurs get to hear about us and satisfy their own curiosity

SOCIAL PROPOSITION

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Video assets4 stunning visualiser films

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Video assets‘Making of’ visualiser

A fascinating behind-the-scenes look at how the visualiser films were made.

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Video assetsInfiniti Duel

A short, stylistic film of man versus machine

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Seeding approach3 key strands

Video sharing sites

Blogger seeding (online PR/paid media)

Social optimisation

123

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Top 10 video sharing sitesacross G5 markets

1. YouTube2. MySpace3. Dada4. Megavideo5. Dailymotion6. Veoh7. Metacafe8. VaClip9. Tu.TV10. DaleAlPlay

1. Dailymotion2. YouTube3. MySpace4. Megavideo5. Metacafe6. Yahoo! Video7. Veoh8. Skyrock9. Wat10.Videotribe

1. YouTube2. MySpace3. Libero Video4. Google Video5. Dada6. Netlog7. Yahoo! Video8. Tiscali Video9. Veo10.TuoVideo

1. YouTube2. MySpace3. MyVideo4. Netlog5. Dailymotion6. Veoh7. Clipfish8. Megavideo9. Sevenload10. VideoTube

1. YouTube2. MySpace3. Bebo4. Veoh5. Yahoo! Video6. Megavideo7. Dailymotion8. Metacafe9. Imeem10.Break

1

Video sharing sites vary in popularity across different markets

1Video sharing

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Blogger seeding Outreach Targeting

Quiet Rebels

Qui

et R

ebel

s

Quiet Rebels

DIRECT kOF

Citizen journalists within the motoring sector were primary KOFs

MOTORING

(ALL ASSETS)

MOTORING

(ALL ASSETS)Life

styl

e &

vid

eo a

ddic

ts

(VIS

UAL

ISER

& M

AKIN

G O

F)

Media

Com

munity

(VISU

ALISER

& M

AKIN

G O

F)

Adventure sports (DUEL)

ProgressiveEntrepreneurs

Prog

ress

ive

Entrep

rene

urs

Progressive

Entrepreneurs

But to achieve cut through & organic growthwe wanted to alsocast the net wider.

22Blogger seeding

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Outreach: Bespoke Site Identification Viral Video Chart

1. Viral database

Tracks 5m videos over 2 years

Indexing 110m blogs

2. Blogger identification

Who disseminated similar content?

Which blogs are most influential?

3. Site recruitment

Approach salient sites

22Blogger seeding

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Social Media Press Release‘Making Of’ Social Media Release - France

http://console.unrulymedia.com/viral_campaigns/cration_du_visualisateur_infiniti__la_voiture_qui_nexistait_pas

Social Media Press Release distributed across 5 markets

Social Media Press Release distributed across 5 markets

2Blogger seeding

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Social media spread

Video player is integrated with key social networks...

Video player is integrated with key social networks...

3Social optimisatio

n 3

...making it easy for people to share or publish assets on

our behalf

...making it easy for people to share or publish assets on

our behalf

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ExamplesVideo sharing sites

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ExamplesPaid media placement (without editorial)

http://www.satiredienst.de/

All Models – DerSatiredienst(Germany)

http://www.logiste.be/blog/

FX only – HomoSapiensInternetus

(France)

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ExamplesFree editorial (with comments)

http://www.autoblog.it/post/16600/16600

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So how d’it go…?

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TerritoryVideo

sharing sites

Blogger outreach

TotalCTR (%)

Blogger Outreach only

CTR (total)

France 37,002 70,941 107,943 7.9% 5,609

Germany 46,635 72,442 119,077 9.1% 6,602

Italy 31,105 70,203 101,308 8.6% 6,002

Spain 269,160 71,199 340,359 4.4% 3,094

UK 34,259 144,880 179,139 1.5% 2,240

TOTAL 418,161 429,665 847,826 5.5% 23,547

Results Summary

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Killer slide

For every €100 invested in this

campaign it generated 848 plays

and 24 click throughs

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“OK, that’s all well and good but how can we

engage in social media if we don’t have any sexy

assets?”

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Why not have a chat instead?

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Strategic approach

REACTIVE ENGAGEMENT

Join existing conversations or post comments on existing articles/sites (where

comments are enabled)

PROACTIVE ENGAGEMENT

Kick start conversations where none exist already

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Key agency partners & social media tools

Role: Online press clippings service, providing articles according to defined search agents. Clients: Fortune 500 companies on a global basis.

Role: Forum moderation experts. Local pan-European resources enabling local research, moderation and forum participation. Clients: News Int., Canon Europe, O2, P & G

Role: Video seeding partner for UK and Pan-European campaigns. Blogger outreach. Clients: Mini, Nike, Sony, Sky, Nokia, Ford

PARTN

ER

STO

OLS

Role: Identify and rank the most influential stakeholders. Monitor campaign effectiveness through debate analysis. Quantitative analysis of influence. Clients: COI, Microsoft, Dyson, Nokia

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Reactive engagement live example

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Proactive engagement live examples

http://www.autoexpress.co.uk/forum

We reviewed hundreds of auto discussion forums across Europe and where there were no Infiniti threads, we created them.

Direct Response

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Proactive engagementWikipedia (brand articles)

We updated Infiniti’s pages on Wikipedia about the brand’s arrival in Europe

including supporting sources and links to Infiniti Europe website (across 5 languages)

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Proactive engagementWikipedia (product articles)

Product pages were also updated with the latest models backed up with authoritative sources and links

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Topline results

Our moderators posted over 1000 comments across 5 markets

13% of web traffic was referred from social media sites where we were active

3 of the top 10 web referral sites came from social media environments (en.wikipedia.org, autoblog.it and gruppofassina.it) 

Wikipedia is the highest referral site (which is not controlled by Infiniti or Nissan)

Referring Sites 1 www.infiniti.com

2 www.salon-auto.ch

3 www.infiniti.eu

4 www.nissan-global.com

5 www.infinitieurope.com

6 www.infinitipress.eu

7 en.wikipedia.org

8 search.ke.voila.fr

9 www.infinitifx.org

10 insider.infinitieurope.com

11 www.hobidas.com

12 suche.t-online.de

13 de.wikipedia.org

14 www.x5world.com

15 minkara.carview.co.jp

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Do’s and don’ts

…spam indiscriminately

…be guilty of astroturfing

…be too pushy or salesy

…hit and run

…be transparent

…act with humility

…add consumer value (otherwise don’t bother)

…rule your moderators with an iron fist

...put rigorous reporting systems in place

…allow for spot checks after campaign has finished

DON’T

DO

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Thank you