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Luxury Forum: Is social media just for chavs?
 

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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    Luxury Forum: Is social media just for chavs? Luxury Forum: Is social media just for chavs? Presentation Transcript

    • Is social media just for chavs?
      Richard Pentin, Senior Planner, TMW

    • 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

    • overview
      | WHY the luxury sector should not ignoresocial media
      | WHAT strategic considerations are critical for success
      | HOW Infiniti Europe have used social media successfully
    • 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
    • Or to put it another way…
      Your prospects simply won’t see you if they’re looking in the wrong direction
    • Power is shifting away from brands to consumers
    • Marketers are taking it seriously too
      Around 90% of companies believe social media marketing is effective in building brand awareness and driving website traffic
    • 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

    • So how should luxury brands embrace social media?

    • Create a MySpace page?
      http://www.myspace.com/lovebycartier
    • Create a fanpage on Facebook?
    • Write a corporate blog?
    • Create a branded YouTube Channel?
    • Open a twitter account?
    • 50%of social media campaigns will fail
      Gartner Gartner Symposium/ITxpo 2008
    • Key to success is understanding how andwhy your consumers participate in social media
    • How consumers participate in social media
      Consumers participate in social media to different degrees
    • How consumers participate in social media
      Participation varies significantly by age
    • 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
      • 16 motivations
      • 6 core value opportunities
    • Having defined how and why your consumers participate in social media you can start to develop a social proposition
    • Learn
      Inspire
      Play
      Share
      Celebrate
      Discuss
      Explore
      Create
      Challenge
      Stimulate
      Involve
    • CASE STUDY
    • Blogosphere Buzz Infiniti barely registered on the Richter Scale!
      Audi
      Lexus
      Infiniti
    • Forum posts per dayInfiniti also lags behind on forum postings
      Audi
      Lexus
      Infiniti
    • Target audience The Progressive Entrepreneur
      • 45-55+ male
      • Highly affluent, successful businessman
      • Entrepreneurial spirit, non-conformist, independent
      • Stylish, fashion conscious
      • Appreciates creativity, design, quality
      • Understated luxury
      • Very internet savvy, iphone/blackberry
      • 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”
      +
    • 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
    • Video assets4 stunning visualiser films
    • Video assets‘Making of’ visualiser
      A fascinating behind-the-scenes look at how the visualiser films were made.
    • Video assetsInfiniti Duel
      A short, stylistic film of man versus machine
    • Seeding approach3 key strands
      1
      Video sharing sites
      2
      Blogger seeding (online PR/paid media)
      3
      Social optimisation
    • 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
    • 1
      Optimising content onvideo sharing sites
      Video sharing
      Background info and tags are key to facilitate search and depth of experience
    • 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.
    • 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
    • 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
    • 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
    • 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
    • 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
    • ExamplesVideo sharing sites
    • ExamplesPaid media placement (without editorial)
      FX only – HomoSapiensInternetus (France)
      All Models – DerSatiredienst(Germany)
      http://www.logiste.be/blog/
      http://www.satiredienst.de/
    • ExamplesFree editorial
      AllModels – IlBlogDiDadoBonsai(Italy)
      http://dadobonsai.blogspot.com/2008/11/ho-trovato-la-macchina-dei-miei-sogni.html
    • ExamplesFree editorial (with comments)
      http://www.autoblog.it/post/16600/16600
    • So how d’it go…?
    • Results Summary
    • Engagement Metrics
      • CTR of nearly 2x average signals strong interest in finding out more about the Infiniti brand
      • 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
    • “OK, that’s all well and good but how can we engage in social media if we don’t have any sexy assets?”
    • Why not have a chat instead?
    • 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
    • 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
    • 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
    • Reactive engagement live example
    • 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
    • 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.
    • 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)
    • Product pages were also updated with the latest models backed up with authoritative sources and links
      Proactive engagementWikipedia (product articles)
    • 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
      • 2 www.salon-auto.ch
      • 3 www.infiniti.eu
      • 4 www.nissan-global.com
      • 5 www.infinitieurope.com
      • 6 www.infinitipress.eu
      • 7 en.wikipedia.org
      • 8 search.ke.voila.fr
      • 9 www.infinitifx.org
      • 10 insider.infinitieurope.com
      • 11 www.hobidas.com
      • 12 suche.t-online.de
      • 13 de.wikipedia.org
      • 14 www.x5world.com
      • 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
    • Thank you