Luxury Forum: Is social media just for chavs?
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The document discusses the importance of social media for luxury brands. While some are skeptical that affluent customers will engage online, the document notes that social media allows brands to engage consumers in non-brand controlled spaces and that visitors to these spaces far outweigh official sites. It then provides strategies for how luxury brand Infiniti successfully utilized social media, including understanding their target audiences' motivations, developing video assets to seed online, and both reactive and proactive social media engagement. The results saw over 1000 comments posted and 13% of web traffic from social media referrals.
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Luxury Forum: Is social media just for chavs?
- 1. Is social media just for chavs? Richard Pentin, Senior Planner, TMW
- 2. “ I’m not convinced our affluent customers have the time nor inclination to participate in social media to make this a marketing priority ” “ I don’t feel comfortable letting go of our brand just yet ” “ It’s more important in these recessionary times to use tried and tested BTL techniques to drive sales ”
- 3. overview | WHY the luxury sector should not ignoresocial media | WHAT strategic considerations are critical for success | HOW Infiniti Europe have used social media successfully
- 4. WHY is social media so important? Visitors Extent of brand owned or controlled online touch points Luxury brands need to engage consumers in non-brand controlled environments The number of visitors to non-brand controlled online touch points far outweighs those visiting ‘official’ sites Sites / devices used The Long Tail Principle
- 5. Or to put it another way… Your prospects simply won’t see you if they’re looking in the wrong direction
- 6. Power is shifting away from brands to consumers
- 7. Marketers are taking it seriously too Around 90% of companies believe social media marketing is effective in building brand awareness and driving website traffic
- 8. Social media perceived as the catalyst for change 76% of marketing professionals within large organisations believe social media is the catalyst for change More companies are planning to increase spend on social media than any other channel
- 9. “ So how should luxury brands embrace social media? ”
- 10. Create a MySpace page? http://www.myspace.com/lovebycartier
- 11. Create a fanpage on Facebook?
- 12. Write a corporate blog?
- 13. Create a branded YouTube Channel?
- 14. Open a twitter account?
- 15. 50%of social media campaigns will fail Gartner Gartner Symposium/ITxpo 2008
- 16. Key to success is understanding how andwhy your consumers participate in social media
- 17. How consumers participate in social media Consumers participate in social media to different degrees
- 18. How consumers participate in social media Participation varies significantly by age
- 20. 16 motivations
- 22. Learn Inspire Play Share Celebrate Discuss Explore Create Challenge Stimulate Involve
- 23. CASE STUDY
- 24. Blogosphere Buzz Infiniti barely registered on the Richter Scale! Audi Lexus Infiniti
- 25. Forum posts per dayInfiniti also lags behind on forum postings Audi Lexus Infiniti
- 27. Highly affluent, successful businessman
- 28. Entrepreneurial spirit, non-conformist, independent
- 30. Appreciates creativity, design, quality
- 32. Very internet savvy, iphone/blackberry
- 34. SOCIAL PROPOSITION 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
- 35. Video assets4 stunning visualiser films
- 36. Video assets‘Making of’ visualiser A fascinating behind-the-scenes look at how the visualiser films were made.
- 37. Video assetsInfiniti Duel A short, stylistic film of man versus machine
- 38. Seeding approach3 key strands 1 Video sharing sites 2 Blogger seeding (online PR/paid media) 3 Social optimisation
- 39. 1 1 Top 10 video sharing sitesacross G5 markets Video sharing YouTube MySpace Bebo Veoh Yahoo! Video Megavideo Dailymotion Metacafe Imeem Break Dailymotion YouTube MySpace Megavideo Metacafe Yahoo! Video Veoh Skyrock Wat Videotribe YouTube MySpace Libero Video Google Video Dada Netlog Yahoo! Video Tiscali Video Veo TuoVideo YouTube MySpace MyVideo Netlog Dailymotion Veoh Clipfish Megavideo Sevenload VideoTube YouTube MySpace Dada Megavideo Dailymotion Veoh Metacafe VaClip Tu.TV DaleAlPlay Video sharing sites vary in popularity across different markets
- 40. 1 Optimising content onvideo sharing sites Video sharing Background info and tags are key to facilitate search and depth of experience
- 41. 2 2 Blogger seedingOutreach Targeting Blogger seeding Quiet Rebels Citizen journalists within the motoring sector were primary KOFs Quiet Rebels Progressive Entrepreneurs ProgressiveEntrepreneurs Lifestyle & video addicts(VISUALISER & MAKING OF) Media Community(VISUALISER & MAKING OF) DIRECT kOF MOTORING (ALL ASSETS) ProgressiveEntrepreneurs Adventure sports(DUEL) Quiet Rebels But to achieve cut through & organic growthwe wanted to alsocast the net wider.
- 42. 2 2 Paid Placement MediaExample Network Sites Blogger seeding BuscaTuning MotorPasion CiberMotor DiabloMotor Liboh XatakMovil EltirantCodigoGeek NeoTeo ViendoVideos Blog Automobile Culture Buzz Blig 2803 JarrodXXX Wiik AccessOWeb InnovaBlog Webilus DroleVideo AngoloMotori MarketingBlog NinjaMarketing SpeedBlog BlogGiando TuttoVolume Pandemia Sugiu StupidExe OutTube AutoMobil AutoRegional TotalBlogal IchDigital RebellMarkt DatenSchmutz BrainWash OwnClips Bendecho DezenterHinweis Fast Fever Auto Spectator Tube Fast Car Power Slide Gadget Grid Technovia BlackberryInsight ScaryIdeas ViralVideoChart Mixture of KOFs from within the auto sector but also media, upmarket lifestyle, politics, gadget, entertainment and video addicts
- 43. 2 2 Outreach: Bespoke Site Identification Viral Video Chart Blogger seeding Viral database Tracks 5m videos over 2 years Indexing 110m blogs Blogger identification Who disseminated similar content? Which blogs are most influential? Site recruitment Approach salient sites
- 44. 2 2 Combining assetsCreate widget with multiple video assets Blogger seeding Lead video In some cases we combined all assets into one widget to maximise engagement with full model range Space for four additional videos Viewer can channel surf content in one place
- 45. 2 Social Media Press Release‘Making Of’ Social Media Release - France Blogger seeding Social Media Press Release distributed across 5 markets http://console.unrulymedia.com/viral_campaigns/cration_du_visualisateur_infiniti__la_voiture_qui_nexistait_pas
- 46. 3 3 Social media spread Social optimisation Video player is integrated with key social networks... ...making it easy for people to share or publish assets on our behalf
- 48. ExamplesPaid media placement (without editorial) FX only – HomoSapiensInternetus (France) All Models – DerSatiredienst(Germany) http://www.logiste.be/blog/ http://www.satiredienst.de/
- 49. ExamplesFree editorial AllModels – IlBlogDiDadoBonsai(Italy) http://dadobonsai.blogspot.com/2008/11/ho-trovato-la-macchina-dei-miei-sogni.html
- 50. ExamplesFree editorial (with comments) http://www.autoblog.it/post/16600/16600
- 51. So how d’it go…?
- 52. Results Summary
- 55. “OK, that’s all well and good but how can we engage in social media if we don’t have any sexy assets?”
- 56. Why not have a chat instead?
- 57. Strategic approach REACTIVE ENGAGEMENT PROACTIVE ENGAGEMENT Join existing conversations or post comments on existing articles/sites (where comments are enabled) Kick start conversations where none exist already
- 58. Key agency partners & social media tools Role: Identify and rank the most influential stakeholders. Monitor campaign effectiveness through debate analysis. Quantitative analysis of influence. Clients:COI, Microsoft, Dyson, Nokia Role: Forum moderation experts. Local pan-European resources enabling local research, moderation and forum participation. Clients:News Int., Canon Europe, O2, P & G PARTNERS Role: Video seeding partner for UK and Pan-European campaigns. Blogger outreach. Clients:Mini, Nike, Sony, Sky, Nokia, Ford Role: Online press clippings service, providing articles according to defined search agents. Clients: Fortune 500 companies on a global basis. TOOLS
- 59. Conversation seeding process Define campaign objectives, social media partners, strategy, budgets & KPIs Campaign planning Ongoing review of conversations using variety of social media tools and strict reporting processes 1 Rules of Engagement Monitoring DELIVERY DISCOVERY 2 4 Strict guidelines on how to engage conversation including environments, scenario planning, reply prompts, product training and reporting requirements Implementation Set up newsfeeds, social media alerts and reporting processes Moderators to search, interact, engage conversation in sites and forums 3
- 60. Reactive engagement live example
- 61. Proactive engagement live examples Direct Response We reviewed hundreds of auto discussion forums across Europe and where there were no Infiniti threads, we created them. http://www.autoexpress.co.uk/forum
- 62. Proactive engagement live examples Direct Response Yahoo Coches Espana Even some popular forums didn’t have a discussion thread on Infiniti, so we created one, helping to build awareness of the launch and stimulate discussion. Once created, these discussion threads should build momentum of their own.
- 63. 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)
- 64. Product pages were also updated with the latest models backed up with authoritative sources and links Proactive engagementWikipedia (product articles)
- 80. Thank you