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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
Internet site(s) : Tate Britain / Modern / Liverpool / St Ives
Mobile site
ApplicaZon Digital guide
Shared content
Social media
Events
Site
Blogs (on site)
On line magazine (on site)
On line videos / channel (on site)
Ipad/iphone apps : experienZal, per arZst, per public… Complete social media ecosystem
Podcasts (tour, guide, audio, video) on iTunes
Social media curators
Community plamorms: collecZves
Digital event
(RED)
Twi]er
MySpace
YouTube
Starbucks.com
Twitter My Starbucks Idea 12 000 abonnés
Iphone/mobile 2 applicaZons
Starbucks V2V 25 000 membres
Twitter 800 000 abonnés
Flickr » 8648 membres + autres groupes non officiels » 15 000 photos/membres » 290 000 photos autres
Youtube » 6 000 abonnés » 4 562 809 vues pour toutes les vidéos » 8h depuis la dernière connexion de Starbucks
Facebook » 6 200 000 Fans » 800 000 votants » 640 sujets
Twitter V2V 5 000 abonnés
My Starbucks Idea » 80 000 idées postées » 350 réalisées
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