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 effectiveness. Includes 2 social media case studies from Infiniti Europe.

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Luxury Forum: Is social media just for chavs?

  1. 1. Is social media just for chavs?<br />Richard Pentin, Senior Planner, TMW<br />
  2. 2. “<br />I’m not convinced our affluent customers have the time nor inclination to participate in social media to make this a marketing priority<br />”<br />“<br />I don’t feel comfortable letting go of our brand just yet<br />”<br />“<br />It’s more important in these recessionary times to use tried and tested BTL techniques to drive sales<br />”<br />
  3. 3. overview <br />| WHY the luxury sector should not ignoresocial media<br />| WHAT strategic considerations are critical for success<br />| HOW Infiniti Europe have used social media successfully<br />
  4. 4. WHY is social media so important?<br />Visitors<br />Extent of brand owned or controlled online touch points<br />Luxury brands need to engage consumers in non-brand controlled environments<br />The number of visitors to non-brand controlled online touch points far outweighs those visiting ‘official’ sites<br />Sites / devices used<br />The Long Tail Principle<br />
  5. 5. Or to put it another way…<br />Your prospects simply won’t see you if they’re looking in the wrong direction<br />
  6. 6. Power is shifting away from brands to consumers<br />
  7. 7. Marketers are taking it seriously too<br />Around 90% of companies believe social media marketing is effective in building brand awareness and driving website traffic <br />
  8. 8. Social media perceived as the catalyst for change<br />76% of marketing professionals within large organisations believe social media is the catalyst for change<br />More companies are planning to increase spend on social media than any other channel<br />
  9. 9. “<br />So how should luxury brands embrace social media?<br />”<br />
  10. 10. Create a MySpace page?<br />http://www.myspace.com/lovebycartier<br />
  11. 11. Create a fanpage on Facebook?<br />
  12. 12. Write a corporate blog?<br />
  13. 13. Create a branded YouTube Channel?<br />
  14. 14. Open a twitter account?<br />
  15. 15. 50%of social media campaigns will fail<br />Gartner Gartner Symposium/ITxpo 2008 <br />
  16. 16. Key to success is understanding how andwhy your consumers participate in social media<br />
  17. 17. How consumers participate in social media<br />Consumers participate in social media to different degrees<br />
  18. 18. How consumers participate in social media<br />Participation varies significantly by age<br />
  19. 19. Why consumers participate in social media<br />To maximise your chances of success it’s important to appreciate your target audience’s different motivations for participation<br />SOCIAL Connecting, reinforcing tribes or belonging<br />DISCOVERY Learning or self-development<br />ALTRUISM Helping others or involvement with the brand<br />FAMENotoriety or competition<br />EXPRESSION Creativity or identity<br />ESCAPISM Entertainment<br />ICM research sponsored by Creston Group<br /><ul><li>1,000 people
  20. 20. 16 motivations
  21. 21. 6 core value opportunities</li></li></ul><li>Having defined how and why your consumers participate in social media you can start to develop a social proposition<br />
  22. 22. Learn<br />Inspire<br />Play<br />Share<br />Celebrate<br />Discuss<br />Explore<br />Create<br />Challenge<br />Stimulate<br />Involve<br />
  23. 23. CASE STUDY<br />
  24. 24. Blogosphere Buzz Infiniti barely registered on the Richter Scale!<br />Audi<br />Lexus<br />Infiniti<br />
  25. 25. Forum posts per dayInfiniti also lags behind on forum postings<br />Audi<br />Lexus<br />Infiniti<br />
  26. 26. Target audience The Progressive Entrepreneur<br /><ul><li>45-55+ male
  27. 27. Highly affluent, successful businessman
  28. 28. Entrepreneurial spirit, non-conformist, independent
  29. 29. Stylish, fashion conscious
  30. 30. Appreciates creativity, design, quality
  31. 31. Understated luxury
  32. 32. Very internet savvy, iphone/blackberry
  33. 33. Currently owns premium car - BMW, Lexus, MB, Audi or Porsche</li></li></ul><li>Social media behavioural insights of the Progressive Entrepreneur<br />HOW?<br />WHY?<br />DISCOVERY Learning or self-development<br />“Spectators”<br />“Discoverers”<br />+<br />
  34. 34. SOCIAL PROPOSITION<br />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<br />
  35. 35. Video assets4 stunning visualiser films<br />
  36. 36. Video assets‘Making of’ visualiser<br />A fascinating behind-the-scenes look at how the visualiser films were made.<br />
  37. 37. Video assetsInfiniti Duel<br />A short, stylistic film of man versus machine<br />
  38. 38. Seeding approach3 key strands<br />1<br />Video sharing sites<br />2<br />Blogger seeding (online PR/paid media)<br />3<br />Social optimisation<br />
  39. 39. 1<br />1<br />Top 10 video sharing sitesacross G5 markets<br />Video sharing<br />YouTube<br />MySpace<br />Bebo<br />Veoh<br />Yahoo! Video<br />Megavideo<br />Dailymotion<br />Metacafe<br />Imeem<br />Break<br />Dailymotion<br />YouTube<br />MySpace<br />Megavideo<br />Metacafe<br />Yahoo! Video<br />Veoh<br />Skyrock<br />Wat<br />Videotribe<br />YouTube<br />MySpace<br />Libero Video<br />Google Video<br />Dada<br />Netlog<br />Yahoo! Video<br />Tiscali Video<br />Veo<br />TuoVideo<br />YouTube<br />MySpace<br />MyVideo<br />Netlog<br />Dailymotion<br />Veoh<br />Clipfish<br />Megavideo<br />Sevenload<br />VideoTube<br />YouTube<br />MySpace<br />Dada<br />Megavideo<br />Dailymotion<br />Veoh<br />Metacafe<br />VaClip<br />Tu.TV<br />DaleAlPlay<br />Video sharing sites vary in popularity across different markets<br />
  40. 40. 1<br />Optimising content onvideo sharing sites <br />Video sharing<br />Background info and tags are key to facilitate search and depth of experience<br />
  41. 41. 2<br />2<br />Blogger seedingOutreach Targeting<br />Blogger seeding<br />Quiet Rebels<br />Citizen journalists within the motoring sector were primary KOFs<br />Quiet Rebels<br />Progressive Entrepreneurs<br />ProgressiveEntrepreneurs<br />Lifestyle & video addicts(VISUALISER & MAKING OF)<br />Media Community(VISUALISER & MAKING OF)<br />DIRECT kOF<br />MOTORING<br />(ALL ASSETS)<br />ProgressiveEntrepreneurs<br />Adventure sports(DUEL)<br />Quiet Rebels<br />But to achieve cut through & organic growthwe wanted to alsocast the net wider. <br />
  42. 42. 2<br />2<br />Paid Placement MediaExample Network Sites<br />Blogger seeding<br />BuscaTuning<br />MotorPasion<br />CiberMotor<br />DiabloMotor<br />Liboh<br />XatakMovil<br />EltirantCodigoGeek<br />NeoTeo<br />ViendoVideos<br />Blog Automobile<br />Culture Buzz<br />Blig<br />2803<br />JarrodXXX<br />Wiik<br />AccessOWeb<br />InnovaBlog<br />Webilus<br />DroleVideo<br />AngoloMotori<br />MarketingBlog<br />NinjaMarketing<br />SpeedBlog<br />BlogGiando<br />TuttoVolume<br />Pandemia<br />Sugiu<br />StupidExe<br />OutTube<br />AutoMobil<br />AutoRegional<br />TotalBlogal<br />IchDigital<br />RebellMarkt<br />DatenSchmutz<br />BrainWash<br />OwnClips<br />Bendecho<br />DezenterHinweis<br />Fast Fever<br />Auto Spectator<br />Tube<br />Fast Car<br />Power Slide<br />Gadget Grid<br />Technovia<br />BlackberryInsight<br />ScaryIdeas<br />ViralVideoChart<br />Mixture of KOFs from within the auto sector but also media, upmarket lifestyle, politics, gadget, entertainment and video addicts <br />
  43. 43. 2<br />2<br />Outreach: Bespoke Site Identification Viral Video Chart<br />Blogger seeding<br />Viral database<br />Tracks 5m videos over 2 years<br />Indexing 110m blogs<br />Blogger identification<br />Who disseminated similar content?<br />Which blogs are most influential?<br />Site recruitment<br />Approach salient sites <br />
  44. 44. 2<br />2<br />Combining assetsCreate widget with multiple video assets<br />Blogger seeding<br />Lead video<br />In some cases we combined all assets into one widget to maximise engagement with full model range<br />Space for four additional videos<br />Viewer can channel surf content in one place<br />
  45. 45. 2<br />Social Media Press Release‘Making Of’ Social Media Release - France<br />Blogger seeding<br />Social Media Press Release distributed across 5 markets<br />http://console.unrulymedia.com/viral_campaigns/cration_du_visualisateur_infiniti__la_voiture_qui_nexistait_pas<br />
  46. 46. 3<br />3<br />Social media spread<br />Social optimisation<br />Video player is integrated with key social networks...<br />...making it easy for people to share or publish assets on our behalf<br />
  47. 47. ExamplesVideo sharing sites<br />
  48. 48. ExamplesPaid media placement (without editorial)<br />FX only – HomoSapiensInternetus (France)<br />All Models – DerSatiredienst(Germany)<br />http://www.logiste.be/blog/<br />http://www.satiredienst.de/<br />
  49. 49. ExamplesFree editorial<br />AllModels – IlBlogDiDadoBonsai(Italy)<br />http://dadobonsai.blogspot.com/2008/11/ho-trovato-la-macchina-dei-miei-sogni.html<br />
  50. 50. ExamplesFree editorial (with comments)<br />http://www.autoblog.it/post/16600/16600<br />
  51. 51. So how d’it go…?<br />
  52. 52. Results Summary <br />
  53. 53. Engagement Metrics<br /><ul><li>CTR of nearly 2x average signals strong interest in finding out more about the Infiniti brand
  54. 54. Lower than average sharing metrics reflect the modest viral appeal of the clip (as we expected)</li></li></ul><li>Killer slide<br />For every €100 invested in this campaign it generated 848 playsand 24 click throughs<br />
  55. 55. “OK, that’s all well and good but how can we engage in social media if we don’t have any sexy assets?”<br />
  56. 56. Why not have a chat instead?<br />
  57. 57. Strategic approach<br />REACTIVE ENGAGEMENT<br />PROACTIVE ENGAGEMENT<br />Join existing conversations or post comments on existing articles/sites (where comments are enabled) <br />Kick start conversations where none exist already<br />
  58. 58. Key agency partners & social media tools<br />Role: Identify and rank the most influential stakeholders. Monitor campaign effectiveness through debate analysis. Quantitative analysis of influence. <br />Clients:COI, Microsoft, Dyson, Nokia<br />Role: Forum moderation experts. Local pan-European resources enabling local research, moderation and forum participation. <br />Clients:News Int., Canon Europe, O2, P & G<br />PARTNERS<br />Role: Video seeding partner for UK and Pan-European campaigns. Blogger outreach. <br />Clients:Mini, Nike, Sony, Sky, Nokia, Ford<br />Role: Online press clippings service, providing articles according to defined search agents. <br />Clients: Fortune 500 companies on a global basis.<br />TOOLS<br />
  59. 59. Conversation seeding process<br />Define campaign objectives, social media partners, strategy, budgets & KPIs<br />Campaign planning<br />Ongoing review of conversations using variety of social media tools and strict reporting processes<br />1<br />Rules of Engagement<br />Monitoring<br />DELIVERY<br />DISCOVERY<br />2<br />4<br />Strict guidelines on how to engage conversation including environments, scenario planning, reply prompts, product training and reporting requirements<br />Implementation<br />Set up newsfeeds, social media alerts and reporting processes<br />Moderators to search, interact, engage conversation in sites and forums<br />3<br />
  60. 60. Reactive engagement live example<br />
  61. 61. Proactive engagement live examples<br />Direct Response<br />We reviewed hundreds of auto discussion forums across Europe and where there were no Infiniti threads, we created them. <br />http://www.autoexpress.co.uk/forum<br />
  62. 62. Proactive engagement live examples<br />Direct Response<br />Yahoo Coches Espana<br />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.<br />Once created, these discussion threads should build momentum of their own.<br />
  63. 63. Proactive engagementWikipedia (brand articles)<br />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)<br />
  64. 64. Product pages were also updated with the latest models backed up with authoritative sources and links<br />Proactive engagementWikipedia (product articles)<br />
  65. 65. Topline results<br />Our moderators posted over 1000 comments across 5 markets<br />13% of web traffic was referred from social media sites where we were active<br />3 of the top 10 web referral sites came from social media environments (en.wikipedia.org, autoblog.it and gruppofassina.it) <br />Wikipediais the highest referral site (which is not controlled by Infiniti or Nissan)<br />Referring Sites<br /><ul><li>1 www.infiniti.com
  66. 66. 2 www.salon-auto.ch
  67. 67. 3 www.infiniti.eu
  68. 68. 4 www.nissan-global.com
  69. 69. 5 www.infinitieurope.com
  70. 70. 6 www.infinitipress.eu
  71. 71. 7 en.wikipedia.org
  72. 72. 8 search.ke.voila.fr
  73. 73. 9 www.infinitifx.org
  74. 74. 10 insider.infinitieurope.com
  75. 75. 11 www.hobidas.com
  76. 76. 12 suche.t-online.de
  77. 77. 13 de.wikipedia.org
  78. 78. 14 www.x5world.com
  79. 79. 15 minkara.carview.co.jp</li></li></ul><li>Do’s and don’ts<br />DON’T<br />…spam indiscriminately<br />…be guilty of astroturfing<br />…be too pushy or salesy<br />…hit and run<br />…be transparent<br />…act with humility<br />…add consumer value (otherwise don’t bother)<br />…rule your moderators with an iron fist<br />...put rigorous reporting systems in place<br />…allow for spot checks after campaign has finished<br />DO<br />
  80. 80. Thank you<br />

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