Luxury Forum: Is social media just for chavs?

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This is a presentation I gave at the IAB Luxury Forum. It puts forward the case that luxury brands cannot ignore social media and provides key strategic considerations to maximise campaign …

This is a presentation I gave at the IAB Luxury Forum. It puts forward the case that luxury brands cannot ignore social media and provides key strategic considerations to maximise campaign effectiveness. Includes 2 social media case studies from Infiniti Europe.

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  • 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
  • 19. Why consumers participate in social media
    To maximise your chances of success it’s important to appreciate your target audience’s different motivations for participation
    SOCIAL Connecting, reinforcing tribes or belonging
    DISCOVERY Learning or self-development
    ALTRUISM Helping others or involvement with the brand
    FAMENotoriety or competition
    EXPRESSION Creativity or identity
    ESCAPISM Entertainment
    ICM research sponsored by Creston Group
    • 1,000 people
    • 20. 16 motivations
    • 21. 6 core value opportunities
  • Having defined how and why your consumers participate in social media you can start to develop a social proposition
  • 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
  • 26. Target audience The Progressive Entrepreneur
    • 45-55+ male
    • 27. Highly affluent, successful businessman
    • 28. Entrepreneurial spirit, non-conformist, independent
    • 29. Stylish, fashion conscious
    • 30. Appreciates creativity, design, quality
    • 31. Understated luxury
    • 32. Very internet savvy, iphone/blackberry
    • 33. Currently owns premium car - BMW, Lexus, MB, Audi or Porsche
  • Social media behavioural insights of the Progressive Entrepreneur
    HOW?
    WHY?
    DISCOVERY Learning or self-development
    “Spectators”
    “Discoverers”
    +
  • 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
  • 47. ExamplesVideo sharing sites
  • 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
  • 53. Engagement Metrics
    • CTR of nearly 2x average signals strong interest in finding out more about the Infiniti brand
    • 54. Lower than average sharing metrics reflect the modest viral appeal of the clip (as we expected)
  • Killer slide
    For every €100 invested in this campaign it generated 848 playsand 24 click throughs
  • 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)
  • 65. 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) 
    Wikipediais the highest referral site (which is not controlled by Infiniti or Nissan)
    Referring Sites
    • 1 www.infiniti.com
    • 66. 2 www.salon-auto.ch
    • 67. 3 www.infiniti.eu
    • 68. 4 www.nissan-global.com
    • 69. 5 www.infinitieurope.com
    • 70. 6 www.infinitipress.eu
    • 71. 7 en.wikipedia.org
    • 72. 8 search.ke.voila.fr
    • 73. 9 www.infinitifx.org
    • 74. 10 insider.infinitieurope.com
    • 75. 11 www.hobidas.com
    • 76. 12 suche.t-online.de
    • 77. 13 de.wikipedia.org
    • 78. 14 www.x5world.com
    • 79. 15 minkara.carview.co.jp
  • Do’s and don’ts
    DON’T
    …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
    DO
  • 80. Thank you