Luxury and the Social Web

Luxury and The Social Web One Alfred Place 23 rd September 2009

Exhibit 1

Retail Head Office sales & marketing channel = a conversation 25.”Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.”

The Social Web affect customers are free to have their own conversations in online communities Retail Head Office Sales & Marketing Channels?

The Social Web For Business
It’s always about the customer..
They want to talk to you
They want to talk to their friends about you
They want to talk to people they’ve never met before about you
Oh and…
They want to write about you
They want to publish videos about you
They want to write reviews about you

2 Challenges for Luxury Brands and Social Media? Luxury implies a sense of exclusivity; that it isn’t for everyone. Online is an open environment A luxury brand needs to maintain the appropriate aesthetics and social media platforms do not allow for this

The Real Challenge
The Readiness of our Management teams to firstly endorse and then engage
Hierarchical cultures
Our marketing agencies
Our current skill set
(Whisper it..) Our Creative Directors!

Challenge 1 Do I know how to talk?

Who is Speaking For You?

LibertyDaniel: DON'T get your legs out for the lads... http://bit.ly/iS4Wn

LibertyDaniel @ montyknits Guess what I'm holding in my hand, I'll give you a clue...it's just come back in and has bows Montyknits @ LibertyDaniel yayyyy! :) now, when can i get down? running a knitting class in covent garden on sunday.... LibertyDaniel @ montyknits I'm about to sort out the stock on the website, so you can do it online if that's any easier?? I can just send you the new link Montyknits @ libertydaniel @ libertylondon o pretty, pretty bows... http:// www.montyknits.blogs ... now off to show them off...! LibertyDaniel @ montyknits Yes! you got them, well done! Montyknits @LibertyDaniel argh! all black bows gone! managed to slip in last night before going out to dinner. bare legs or boring black it is then... LibertyDaniel @ montyknits gutted! the black ones with the gold bows, yeah? if you can wait til Tues - i'll see if we can find you a pair?? Montyknits @LibertyDaniel yea! too late for the party, but will just give me an excuse to throw one myself! :) ta muchly LibertyDaniel @ montyknits Good weekend? I've just had a word with the buyer - we are out of stock, but they've been re-ordered - should be 7-10 days... Montyknits @LibertyDaniel thank you so much for that, am in france this weekend, so no need for tights anyway! will be at the front of the q nxt wk... LibertyDaniel @ montyknits no worries, I'll tweet you when they're in Turning a Conversation into a Transaction

Challenge 2 If we build it, will they come? ( Burberry, Gucci and Mercedes)

Burberry

Mercedes Benz Social Network A Controlled Environment

Challenge 3 Am I ready to lose control?

Challenge 4 Do I have the time to go looking for my customers…

Challenge 5 Do I understand the technology?

Understanding the Social Web A Structured Approach

We are here This is an internet map showing user activity

What’s Right for You - Choose Your Level of Engagement

COLLECTORS CRITICS CREATORS CAMPAIGN JOINERS SPECTATORS 1 - Who is my Community?

Here’s your (creators)
Bloggers
Video makers
Podcast creators

These are your (critics)
Answers Yahoo
Reviews - Trip advisor
Changes to Wikis
Advice on products

The (Collectors)
Adding tags to posts
Categorising content
Voting on content
Sharing content

The (Joiners)
Updates on facebook
Retweets in Twitter
Pokes in facebook
MSN messages

The (spectators)
Consumers
RSS readers
Blog lovers
Tripadvisor visitors
Podcast subscribers

The (inactives) Yawn …

This is what is called the social eco system
C reators
C ritics
C ollectors
S pectators
J oiners
I nactive’s

2 - Listen…for Free

Listening = Research (2)
Feedback on brand and products
On brand associations
On representations of the brands at retailers
On whether your brand messages are getting across
On the bad stuff as well as the good

3 - Learn
What are their expectations of you?
If you own retail stores, what are they saying about your staff
If they trade online what are they saying about the efficacy of your site?
What are they saying about the quality of your product?

4 - Before you Respond - Identifying the Talent
Talking isn’t easy
Do you have a Liberty Dan?
Will using an agency help you learn?
Will using an agency eventually expose you as a fraud?
YOU NEED SOMEONE WHO GETS IT!

5 - Responding
If someone has a gripe do you respond?
Yes if it’s reasonable
Yes if it could impact on how people see you
No if it’s sounding off (the curse of the web!)
Yes if you’re prepared to converse
Your brand needs to set the level it’s comfortable with
Your brand need people who know how to respond

6 - I can’t measure the ROI can I?
YES YOU CAN!!!

Your Business is Our Business!!

What’s Next?
VRM?
WAVES?
TABLETS?

@video-ventures
[email_address]
www.video-ventures.co.uk
gavin07williams
07745 863810

“ The speed of personal communications means that brands have lost control of their images in the former 20th century style”

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Luxury and the Social Web

by Gavin Williams on Sep 24, 2009

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Luxury and the Social Web — Presentation Transcript