02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624

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02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624

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02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624

  1. 1. Sign Up<br />It’s free and anyone can join<br />Topic:<br /> I am:<br />Title:<br />Date:<br />The Facebook Marketing for Luxury Brands:<br />Case Studies:Louis Vuitton, Gucci & Burberry<br />Emily YutingChen/NTU GMBA, HEC Paris <br />Intl Brand Consultant<br />June 30th, 2010<br />Sign Up<br />Create a page for celebrity, brand or business<br />
  2. 2. Outline<br />
  3. 3. Study of Purpose I<br />
  4. 4. Study of Purpose II<br />Luxury Case Studies: Different Country of Origin<br />Louis Vuitton (France)<br /> Gucci (Italy)<br /> Burberry (UK) <br />Why FB?<br />Newsfeed Technology Patented<br />Top 1:User past-time spent 7 hours Market Share: Social Media 44% Market share of Visit > Google<br />
  5. 5. Empirical Studies I – Brand Offline<br />3 case studies: Louis Vuitton(France), Gucci(Italy), Burberry(UK)<br />History of 3 case studies<br />Brand Characteristics : Potato, Product Pyramid, Luxury Strategy<br />
  6. 6. Empirical Studies II – Brand Online<br />Facebook Marketing<br />Search<br />Application & Features<br />Content: <br />Informational<br />Functionality,<br />Externality<br />Interactivity<br />
  7. 7. indings<br />
  8. 8. Introduction- Findings<br />Facebook Marketing for Luxury brands in 4 dimensions:<br />IMC: Alignment of Online+ Offline-Brand, IMC Tools, Experiences<br />CRM: Network effect- Potential new customers. Consistent & Constant Tailored-made Communication to existing customers for Dream Re-fill.<br />WOM: Lock-in effect with virtual FB friends in FB community. Brand awareness.<br />Consumer Behavior: AIDMA to AISAS- Search Share<br />B2C: Info, Posts, Application<br />C2B: Actions-Comments, Likes, Share, RSVP, Application<br />C2C: WOM, Share<br />

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