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

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

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

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