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

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!

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

Gucci

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…

Vs

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

Bloggers

Video makers

Podcast creators

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

Answers Yahoo

Reviews - Trip advisor

Changes to Wikis

Advice on products

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

Adding tags to posts

Categorising content

Voting on content

Sharing content

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

Updates on facebook

Retweets in Twitter

Pokes in facebook

MSN messages

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

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

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

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?

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!

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

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!!!

YES YOU CAN!!!

Your Business is Our Business!!

What’s Next? VRM? WAVES? TABLETS?

VRM?

WAVES?

TABLETS?

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

@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”