Your SlideShare is downloading. ×
SECRETS OF LUXURY BRANDS CREATING COMPELLING ONLINE CUSTOMER EXPERIENCE THROUGH EFFECTIVE SOCIAL MEDIA STRATEGIES
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

SECRETS OF LUXURY BRANDS CREATING COMPELLING ONLINE CUSTOMER EXPERIENCE THROUGH EFFECTIVE SOCIAL MEDIA STRATEGIES

4,920

Published on

DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account. …

DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account.

Presented by David Sadigh, Co-founder of IC-Agency, a leading Luxury Digital Marketing firm based in Geneva.

Date: 23.03.2010
Place: Campus of Ecole Hôtelière de Lausanne

Online reputation - Virtual presence - Digital identity...

...are becoming critical in the modern business world. The drivers of this new field of management/marketing are consumer empowerment and user generated content, along with the exponential growth of social media. This includes social networking (ex. Facebook and LinkedIn), blogging, podcasts, forums, online press releases, etc.

Today, customers have an increasing influence and voice on companies’ brands, products, services, etc. They use the internet to enhance social interaction through written, video, and audible communication, and companies appear passive in their control of the content generated. As a consequence, understanding how to leverage social media effectively is one of the greatest marketing challenges to address. Social media marketing seems then to be the new marketing channel that all modern companies are looking to in order to realise concrete value from social media from their customers and fans.

1 Comment
38 Likes
Statistics
Notes
  • Jogando.net/mu - 10

    Olá, venho divulgar o melhor servidor de MU on-line do
    Brasil.
    -Season 6 Ep. 3 em todos os Servers. Sendo 7 servers diferenciados proporcionando sua diversão,
    VEJA ALGUMAS NOVIDADES :
    - NOVOS KITS : DEVASTATOR e SUPREMO DIAMOND V2 com Rings e Pendat Mysthical ;
    - Novos Shields Power v3 18 opts;
    - Novas Asas, Rings e Shields JDiamonds;
    - Novas compras com troca de asas e shields para asas e shields JDiamond.
    - Conheça também o site de Animes Cloud: http://www.animescloud.com, mais de 20.000 videos online.
    E NÃO PERCA ~> 1ª Mega Maratona Jogando.net ~> MAIS DE 30 DIAS DE EVENTOS .
    ENTRE JÁ NO SITE : http://www.jogando.net/mu/ >> CADASTRE-SE E GANHE 5 DIAS DE VIP
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
4,920
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
1
Likes
38
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SECRETS OF LUXURY BRANDS CREATING COMPELLING ONLINE CUSTOMER EXPERIENCE THROUGH EFFECTIVE SOCIAL MEDIA STRATEGIES Lausanne, March 23rd 2010 David Sadigh, Managing Partner dsadigh@ic-agency.com
  • 2. About IC-Agency: • Luxury Digital Marketing firm • Founded in Geneva in 2000 • Pioneer in Search & Social Media Strategies • Behind several online success stories • Clients include > 15 international luxury and premium brands Copyright IC-Agency 2010
  • 3. Luxury brand “offline” • Unique emotions are conveyed, thanks to… • … the sale of the best products • … in the nicest places • … by the best people • … with the highest level of service! EXCLUSIVITY STATUTS Copyright IC-Agency 2010
  • 4. 5 key dimensions of Luxury: 1. Emotions 2. Social experience 3. Product 4. Service 5. Security Copyright IC-Agency 2010
  • 5. 1. Emotions Offline: unique emotions are created, a Online: no real contact with the luxury true experience is offered universe Beautiful boutiques and a nice Physical location is chosen by the atmosphere contribute to the luxury consumer universe Experience is almost nonexistent Copyright IC-Agency 2010
  • 6. 2. Social experience Offline: a rewarding social experience Anonymous experience Entering a Cartier boutique or carrying Takes place in an everyday routine a Cartier handbag has social significance Convenience and speed rather than ego and pride Status and ego are key Copyright IC-Agency 2010
  • 7. 3. Product Offline: the best products are sold Online: difficult to find the best products (Grey market, counterfeits) Secure feeling about their origin or authenticity Difficult to assess quality and authenticity of the products (eBay) Physical contact is possible Search engines are heavily used to get information and compare products or prices Copyright IC-Agency 2010
  • 8. 4. Service Offline: high level of service Poor service quality Personalized advice by skilled sales No real online advice (only a Q&A people section) Human contact Impersonal experience: transactional more than emotional Copyright IC-Agency 2010
  • 9. 5. Security Offline: a secure environment Online: uncertain environment that can be perceived as unsecured Warranties are provided Warranty not a given Product is taken directly (no delivery needed): you know what you are Delivery… not a given either! buying What will the product really look like? Copyright IC-Agency 2010
  • 10. HOW SOCIAL MEDIA COULD BE USED IN SUCH A CONTEXT? How to create emotions? How to provide an high-end consumer service? How to effectively present and sell the Product? Copyright IC-Agency 2010
  • 11. Basic but (very) important: What are your goals? Which target audience would you like to reach / engage with? What is the specific online media consumption of yours? Is really Social Networks important to them? If so, which Social Networks? Why? … What are the existing best practices? Copyright IC-Agency 2010
  • 12. How to create emotions? Copyright IC-Agency 2010
  • 13. How to create emotions? Copyright IC-Agency 2010
  • 14. Copyright IC-Agency 2010
  • 15. Louis Vuitton Copyright IC-Agency 2010
  • 16. Copyright IC-Agency 2010
  • 17. Louis Vuitton Copyright IC-Agency 2010
  • 18. Rolex Copyright IC-Agency 2010
  • 19. Rolex Copyright IC-Agency 2010
  • 20. Copyright IC-Agency 2010
  • 21. How to provide an high-end consumer service? Copyright IC-Agency 2010
  • 22. Could you help me? Copyright IC-Agency 2009
  • 23. Precise & quick answers needed Copyright IC-Agency 2009
  • 24. “Thank you” Copyright IC-Agency 2009
  • 25. Do you know this (stroller) brand? Copyright IC-Agency 2009
  • 26. Bugaboo Copyright IC-Agency 2009
  • 27. Copyright IC-Agency 2009
  • 28. Copyright IC-Agency 2009
  • 29. Bugaboo case: Copyright IC-Agency 2009
  • 30. Bugaboo case: Copyright IC-Agency 2009
  • 31. Bugaboo case: Copyright IC-Agency 2009
  • 32. Copyright IC-Agency 2009
  • 33. Consumer Service online Compelling luxury experience start with premium online customer experience. Teach the employees how to participate to the digital conversation Make them answer within 24 hours Make sure they don’t use smiley or familiar language Keep one’s temper and remain polite on all counts Etc. Copyright IC-Agency 2010
  • 34. Conclusion (in progress) A Luxury Brand must provide clients with a unique customer experience. Clients are more and more willing to interact with brands online •Start by listening the conversation •Provide help to consumers – make them feel happy •Spot your brand ambassadors – help them •Federate the aficionados – you don’t need to create a new community •Test and mesure – it is digital marketing after all. Copyright IC-Agency 2010
  • 35. Thank you David Sadigh, Managing Partner dsadigh@ic-agency.com IC-Agency: Luxury Digital Marketing www.ic-agency.com Twitter: www.twitter.com/ICAgency Copyright IC-Agency 2010
  • 36. Some tools to monitor your brand online: Generic Consumer Generated Content Search Engines Google BlogSearch: blogsearch.google.com Technorati: www.technorati.com Blogpulse: www.blogpulse.com Ice Rocket: www.icerocket.com Google Alerts: www.google.com/alerts Backtype: www.backtype.com (Comments search) Generic Forums Search Google Groups: groups.google.com BoardTracker: www.boardtracker.com BoardReader: www.boardreader.com Generic Video Search Youtube: www.youtube.com Google Video: video.google.com Blinkx: www.blinkx.com Truveo: www.truveo.com Brands need to be supported by easy-to-use monitoring toolbox Copyright IC-Agency 2009

×