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

       ...
About IC-Agency:




• Luxury Digital Marketing firm

• Founded in Geneva in 2000

• Pioneer in Search & Social Media Stra...
Luxury brand “offline”

  • Unique emotions are conveyed, thanks to…

     • … the sale of the best products

     • … in ...
5 key dimensions of Luxury:


  1.   Emotions
  2.   Social experience
  3.   Product
  4.   Service
  5.   Security




 ...
1. Emotions
Offline: unique emotions are created, a         Online: no real contact with the luxury
true experience is off...
2. Social experience
Offline: a rewarding social experience          Anonymous experience

Entering a Cartier boutique or ...
3. Product
Offline: the best products are sold           Online: difficult to find the best
                              ...
4. Service
Offline: high level of service                Poor service quality

Personalized advice by skilled sales       ...
5. Security
Offline: a secure environment                   Online: uncertain environment that can
                       ...
HOW SOCIAL MEDIA COULD BE USED IN SUCH A CONTEXT?

How to create emotions?
How to provide an high-end consumer service?
Ho...
Basic but (very) important:


What are your goals?

Which target audience would you like to reach / engage with?

What is ...
How to create emotions?




        Copyright IC-Agency 2010
How to create emotions?




        Copyright IC-Agency 2010
Copyright IC-Agency 2010
Louis Vuitton




                Copyright IC-Agency 2010
Copyright IC-Agency 2010
Louis Vuitton




                Copyright IC-Agency 2010
Rolex




        Copyright IC-Agency 2010
Rolex




        Copyright IC-Agency 2010
Copyright IC-Agency 2010
How to provide an high-end consumer service?




                  Copyright IC-Agency 2010
Could you help me?




                     Copyright IC-Agency 2009
Precise & quick answers needed




                          Copyright IC-Agency 2009
“Thank you”




              Copyright IC-Agency 2009
Do you know this (stroller) brand?




                            Copyright IC-Agency 2009
Bugaboo




          Copyright IC-Agency 2009
Copyright IC-Agency 2009
Copyright IC-Agency 2009
Bugaboo case:




                Copyright IC-Agency 2009
Bugaboo case:




                Copyright IC-Agency 2009
Bugaboo case:




                Copyright IC-Agency 2009
Copyright IC-Agency 2009
Consumer Service online

Compelling luxury experience start with premium online customer
 experience.



 Teach the employ...
Conclusion (in progress)


A Luxury Brand must provide clients with a unique customer experience.
Clients are more and mor...
Thank you

David Sadigh, Managing Partner                        dsadigh@ic-agency.com

IC-Agency: Luxury Digital Marketin...
Some tools to monitor your brand online:

Generic Consumer Generated Content Search Engines

Google BlogSearch: blogsearch...
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SECRETS OF LUXURY BRANDS CREATING COMPELLING ONLINE CUSTOMER EXPERIENCE THROUGH EFFECTIVE SOCIAL MEDIA STRATEGIES

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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.

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

  1. 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. 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. 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. 4. 5 key dimensions of Luxury: 1. Emotions 2. Social experience 3. Product 4. Service 5. Security Copyright IC-Agency 2010
  5. 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. 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. 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. 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. 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. 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. 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. 12. How to create emotions? Copyright IC-Agency 2010
  13. 13. How to create emotions? Copyright IC-Agency 2010
  14. 14. Copyright IC-Agency 2010
  15. 15. Louis Vuitton Copyright IC-Agency 2010
  16. 16. Copyright IC-Agency 2010
  17. 17. Louis Vuitton Copyright IC-Agency 2010
  18. 18. Rolex Copyright IC-Agency 2010
  19. 19. Rolex Copyright IC-Agency 2010
  20. 20. Copyright IC-Agency 2010
  21. 21. How to provide an high-end consumer service? Copyright IC-Agency 2010
  22. 22. Could you help me? Copyright IC-Agency 2009
  23. 23. Precise & quick answers needed Copyright IC-Agency 2009
  24. 24. “Thank you” Copyright IC-Agency 2009
  25. 25. Do you know this (stroller) brand? Copyright IC-Agency 2009
  26. 26. Bugaboo Copyright IC-Agency 2009
  27. 27. Copyright IC-Agency 2009
  28. 28. Copyright IC-Agency 2009
  29. 29. Bugaboo case: Copyright IC-Agency 2009
  30. 30. Bugaboo case: Copyright IC-Agency 2009
  31. 31. Bugaboo case: Copyright IC-Agency 2009
  32. 32. Copyright IC-Agency 2009
  33. 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. 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. 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. 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

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