Story Worldwide Luxury 2.0 Seminar

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Luxury brand seminar on how brands should view and behave within the social media space.

Published in: Lifestyle, Technology, Business

Story Worldwide Luxury 2.0 Seminar

  1. 1. 18 mths with SGH
  2. 2. Pout
  3. 3. AP
  4. 4. Beyond search
  5. 5. THE CUSTOMER NARRATIVE BILLBOARD POINT OF STORE EVENT UGC WEBSITE ECOMMERCE UGC SALE EXPERIENCE Engagement Create a deeper, joined-up story Provide a firm foundation for engagement Define roles & responsibilities
  6. 6. WHO WE ARE WHO WE ARE We help brands tell their story • If we can make your brand messages more story-like then your audience are more likely to pay attention. We are a multi-channel publishing organisation • We create compelling, branded stories in your customers preferred medium and language We believe social media is paradigm changing • Every human being and every organisation is (potentially) a global publisher Our point of view
  7. 7. CONTENT is media
  8. 8. THE POWER LIES WITH THE AUDIENCE
  9. 9. The Advertising Age Success: 2% conversion Interruption marketing 360 degrees bombardment The Post-Advertising Age Success: 98% engagement Audiences take note Then scratch past the surface If you’re more than skin deep they will peel away
  10. 10. What makes a bad story
  11. 11. SOCIAL media Beyond search
  12. 12. WHAT IS SOCIAL MEDIA? WHO WE ARE Media • Anything that represents (mediates) reality • Paintings, mosaics, books, magazines, tv, web pages, ads, tweets, facebook pages etc. Social • The interaction of organisms with other organisms Social media • Is not necessarily new and not necessarily online • But its ubiquity online permanently alters the balance of power Our point of view
  13. 13. SOME stats Beyond search
  14. 14. IF FACEBOOK WAS A COUNTRY…
  15. 15. IF FACEBOOK WAS A COUNTRY…
  16. 16. CONTENT IS MIGRATING TO THE WEB AND DOMINATING ATTENTION THERE
  17. 17. SOCIAL MEDIA PENETRATION IS AT 69% AND GROWING RAPIDLY 25
  18. 18. TIME SPENT SOCIAL NETWORKING IS GROWING EXPONENTIALLY
  19. 19. BY Q2 2009, 82% OF WEB USERS WERE ACTIVE IN SOCIAL MEDIA Not surprisingly, Forrester finds that people who create content are now the minority at the top of the social media pyramid. But by 2009, nearly everyone online was at least a spectator to the social media show, underlining the explosion in social media participation over three short years. Each brand’s approach to its audiences in social media will be determined by how the audience members index in each category of social techno- graphics. As participation grows, however, more and more people will move up the pyramid. Brand strategies will become more uniformly dependent on the use of social media, at which point social media will become a critical part of virtually every brands’ media mix.
  20. 20. WHO WE ARE LUXURY? WHAT ABOUT Luxury Institute Wealth Report • 42% of wealthy consumers chose “ratings and reviews from a trusted source” as the most influential factor in purchasing luxury goods. • Seven out of 10 wealthy consumers are now members of social networks • Social media gives the luxury consumer the opportunity to decide what brands they engage with and on what terms. It’s this element of control that really is the ultimate luxury. Our point of view
  21. 21. 40 MOST TWEETED BRANDS
  22. 22. YOUR BRAND IS NOW IN THE HANDS OF AN ARMY OF STRANGERS. Or is it?
  23. 23. THE SOCIAL MEDIA UNIVERSE IS HUGE, COMPLEX, AND DIVERSE PANIC!
  24. 24. TYPES OF SOCIAL MEDIA Social Social Social Networks Content Tools Purpose is to connect Purpose is to entertain Purpose is to rate and communicate and inform and share
  25. 25. SOCIAL NETWORKS Purpose is to connect and communicate
  26. 26. SOCIAL CONTENT Purpose is to entertain and inform
  27. 27. SOCIAL TOOLS Purpose is to create and share
  28. 28. BEHAVE yourself Beyond search
  29. 29. TYPES OF SOCIAL MEDIA Social Social Social Networks Content Tools Purpose is to connect Purpose is to entertain Purpose is to rate and communicate and inform and share
  30. 30. SOCIAL NETWORKS Purpose is to connect and communicate
  31. 31. SIGN POSTS Marketing purpose is to point the audience towards relevant content
  32. 32. SOCIAL CONTENT Purpose is to entertain and inform
  33. 33. BRANDED CONTENT Marketing purpose is to engage and gather marketing intelligence
  34. 34. SOCIAL TOOLS Purpose is to rate and share
  35. 35. MARKETING TOOLS Marketing purpose is to self-select and promote
  36. 36. LEXUS example Beyond search
  37. 37. SEMINAR example Beyond search
  38. 38. QUICK wins Beyond search
  39. 39. LISTEN. CAREFULLY. Find the signal in the noise... DISTILL YOUR OWN SPECIFIC, ONGOING, MULTICHANNEL, DISTRIBUTED CONVERSATION FROM THE SEA OF IRRELEVANT CHATTER.
  40. 40. ADHERING TO PROTOCOLS ENABLES TWO-WAY COMMUNICATION BETWEEN BRAND AND CONSUMER in something like real time. 1 2 3 4 5 Comment posted Comment captured Reply suggested to Approved client Response posted. online. and classified by appropriate reply returned to response team. client-side response team. approver(s). “My widget is “My widget is broken and broken and nobody nobody at at Widgetz will Widgetz will help!” help!” Hey, it’s Bob from Widgetz. We’re sorry you’re having trouble. Click here for the manual…you want page 61.
  41. 41. TOOLS YOU CAN USE • Google • www.google.com/trends • www.google.com/insights/search/ • adwords.google.co.uk/select/KeywordToolExternal • www.google.com/alerts • Social Networks • www.facebook.com/lexicon • search.twitter.com • www.twitscoop.com • Blogs • www.blogpulse.com • www.technorati.com • Blog comments • www.backtype.com/ • www.keotag.com/ • Forums etc. • http://v2.boardtracker.com/ • http://boardreader.com/ • Overall • www.socialmention.com
  42. 42. CONTENT is media
  43. 43. STAYING on top Beyond search

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