Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
SURF	
  BRANDS:	
  	
  
SOCIAL	
  MEDIA	
  &	
  ONLINE	
  STRATEGY	
  
Bilbao,	
  Spain,	
  Europe,	
  October	
  7th,	
  ...
Index	
  
1.  Summary	
  
2.  Methodology	
  
3.  Social	
  Media	
  summary	
  table	
  
4.  Brands	
  (web	
  &	
  socia...
1.-­‐	
  Executive	
  summary	
  (to	
  remember)	
  
•  Different	
  web	
  architectures:	
  Some	
  surf	
  brands	
  ha...
2.-­‐	
  Methodology	
  (I)	
  
•  This	
  report	
  is	
  based	
  on	
  the	
  6	
  surf	
  brands	
  sponsoring	
  the	...
2.-­‐	
  Methodology	
  (II)	
  
•  6	
  surf	
  brands	
  sponsor	
  10	
  WCT	
  contests	
  with	
  the	
  best	
  surf...
3.-­‐	
  Social	
  Media	
  summary	
  table	
  
Otra	
  Dimensión,	
  Agencia	
  de	
  MarkeGng	
  online	
  -­‐	
  Bilba...
4.-­‐	
  Brands	
  
A.  Billabong	
  
B.  Hurley	
  
C.  Oakley	
  
D.  Pukas	
  
E.  Quksilver	
  
F.  Rip	
  Curl	
  
G....
4.-­‐	
  Brands:	
  Billabong	
  (I)	
  
•  Web	
  architecture:	
  	
  Regions	
  and/or	
  
countries.	
  Men/women.	
  ...
4.-­‐	
  Brands:	
  Billabong	
  (II)	
  
•  Facebook,	
  of	
  course!	
  It	
  is	
  
Billabong’s	
  most	
  acGve	
  so...
4.-­‐	
  Brands:	
  Hurley	
  (I)	
  
•  Web	
  architecture:	
  Shop,	
  Mens	
  &	
  Womens	
  lead	
  
to	
  online	
  ...
4.-­‐	
  Brands:	
  Hurley	
  (II)	
  
•  Hurley’s	
  got	
  almost	
  3million	
  
fans	
  in	
  a	
  unique	
  global	
 ...
4.-­‐	
  Brands:	
  Oakley	
  (I)	
  
•  Web	
  architecture:	
  :	
  easy,	
  simple	
  by	
  
countries.	
  What	
  else...
4.-­‐	
  Brands:	
  Oakley	
  (II)	
  
•  As	
  usual,	
  Facebook	
  is	
  the	
  leader	
  
network	
  in	
  number	
  o...
4.-­‐	
  Brands:	
  Pukas	
  (I)	
  
•  Web	
  architecture:	
  :	
  very	
  clean,	
  in	
  
Spanish	
  and	
  English.	
...
4.-­‐	
  Brands:	
  Pukas	
  (II)	
  
•  Just	
  3	
  social	
  networks:	
  FB,	
  
Instagram	
  y	
  Vimeo.	
  Not	
  ea...
4.-­‐	
  Brands:	
  Quiksilver	
  (I)	
  
•  Web	
  architecture:	
  :	
  segmented	
  by	
  
regions,	
  and	
  then	
  b...
4.-­‐	
  Brands:	
  Quiksilver	
  (II)	
  
•  Gentle	
  presence	
  of	
  Social	
  Media	
  
links	
  at	
  the	
  boXom	...
4.-­‐	
  Brands:	
  Rip	
  Curl	
  	
  	
  (I)	
  
•  Web	
  architecture:	
  :	
  by	
  regions.	
  
Europe	
  is	
  a	
 ...
4.-­‐	
  Brands:	
  Rip	
  Curl	
  	
  (II)	
  
•  Shy	
  social	
  networks	
  presence,	
  
even	
  in	
  frequence.	
  ...
4.-­‐	
  Brands:	
  Roxy	
  (I)	
  
•  Web	
  architecture:	
  :	
  segmented	
  by	
  
regions	
  and	
  then	
  by	
  co...
4.-­‐	
  Marcas:	
  Roxy	
  (II)	
  
•  Social	
  network	
  links	
  have	
  a	
  
“gentle”	
  presence	
  in	
  an	
  
“...
4.-­‐	
  Marcas:	
  Volcom(I)	
  
•  Web	
  architecture:	
  by	
  regions.	
  
Europe	
  is	
  a	
  unique	
  region,	
  ...
4.-­‐	
  Marcas:	
  Volcom	
  (II)	
  
•  Almost	
  3	
  million	
  Facebook	
  fans,	
  
+	
  170.000	
  in	
  Europe.	
 ...
5.-­‐	
  Social	
  Media	
  comparison	
  
•  Visual	
  summary	
  
Otra	
  Dimensión,	
  Agencia	
  de	
  MarkeGng	
  onl...
5.-­‐	
  Social	
  Media	
  comparison	
  
•  In	
  the	
  following	
  slides	
  we	
  will	
  introduce	
  the	
  leader...
5.-­‐	
  Facebook	
  
•  Not	
  included	
  in	
  the	
  report,	
  
VANS	
  is	
  leader	
  in	
  FB	
  with	
  
almost	
...
5.-­‐	
  Twitter	
  
•  Oakley,	
  a	
  brand	
  with	
  products	
  
for	
  different	
  sports	
  (including	
  
cycling)...
5.-­‐	
  Photos	
  (I)	
  Instagram	
  y	
  Pinterest	
  
•  If	
  we	
  put	
  aside	
  Flickr,	
  we	
  can	
  
find	
  t...
5.-­‐	
  Photos	
  (II)	
  Instagram	
  &	
  Pinterest	
  
•  Photos	
  related	
  networks	
  	
  are	
  
very	
  useful	...
5.-­‐	
  Video	
  (I)	
  YouTube	
  &	
  Vimeo	
  
•  YouTube	
  is	
  the	
  second	
  social	
  
media	
  in	
  the	
  w...
5.-­‐	
  Video	
  (II)	
  YouTube	
  &	
  Vimeo	
  
•  Video	
  is	
  the	
  best	
  way	
  to	
  
communicate	
  the	
  e...
6.-­‐	
  Web’s	
  visits	
  
•  In	
  the	
  French	
  market	
  
Quiksilver,	
  Roxy	
  &	
  Oakley	
  
are	
  the	
  mos...
7.-­‐	
  Advertising	
  
•  Brands	
  have	
  2	
  opGons	
  to	
  appear	
  in	
  customer	
  searches:	
  
•  Adwords	
 ...
7.-­‐	
  Advertising	
  
•  66%	
  of	
  these	
  5	
  markets	
  online	
  
adverGsingtakes	
  place	
  in	
  the	
  US	
...
8.-­‐	
  Contact	
  
•  +34	
  944	
  00	
  88	
  88	
  
•  +34	
  671	
  053	
  446	
  
•  felix@otradimension.es	
  
•  ...
9.-­‐	
  Links	
  (I)	
  
• Brand’s	
  webs	
  links	
  
Otra	
  Dimensión,	
  Agencia	
  de	
  MarkeGng	
  online	
  -­‐	...
9.-­‐	
  Links	
  (II)	
  
• Facebook	
  &	
  TwiXer	
  brand’s	
  pages	
  links	
  
Otra	
  Dimensión,	
  Agencia	
  de	...
9.-­‐	
  Links	
  (III)	
  
•  Instagram	
  &	
  Pinterest	
  brand’s	
  pages	
  links	
  
Otra	
  Dimensión,	
  Agencia	...
9.-­‐	
  Links	
  (IV)	
  
• YouTube	
  &	
  Vimeo	
  brand’s	
  channels	
  links	
  
Otra	
  Dimensión,	
  Agencia	
  de...
THANKS!	
  
More	
  info	
  +34	
  944	
  00	
  88	
  88	
  
Otra	
  Dimensión,	
  Agencia	
  de	
  MarkeGng	
  online	
  ...
Upcoming SlideShare
Loading in …5
×

Surf Brands: Social Media & Online Strategy

3,072 views

Published on

The Social Media and Online Strategy of the main surf brands, focused on Europe.
Web architecture, approach, sales online, SEO, SEM, Adwords, ...

Published in: Sports, Business
  • Dating for everyone is here: ❶❶❶ http://bit.ly/2F90ZZC ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/2F90ZZC ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • High paying Twitter jobs? $25 per hour, start immediately ➤➤ http://t.cn/AieX6y8B
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Surf Brands: Social Media & Online Strategy

  1. 1. SURF  BRANDS:     SOCIAL  MEDIA  &  ONLINE  STRATEGY   Bilbao,  Spain,  Europe,  October  7th,  2013         By  Félix  Zulaica   Otra  Dimensión,    Agencia  de  MarkeGng  online  -­‐Bilbao  
  2. 2. Index   1.  Summary   2.  Methodology   3.  Social  Media  summary  table   4.  Brands  (web  &  social  media)   •  Billabong   •  Hurley     •  Oakley   •  Pukas   •  Quiksilver   •  Rip  Curl   •  Roxy   •  Volcom   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   5.  Social  Media  comparison   •  Facebook   •  TwiXer   •  Photos:  Instagram  &  Pinterest   •  Video:  YouTube  &  Vimeo   6.  Web  visits   7.  AdverGsing   8.  Contact   9.  Links  
  3. 3. 1.-­‐  Executive  summary  (to  remember)   •  Different  web  architectures:  Some  surf  brands  have  a  unique  global  web  (Hurley),  while  others   (Volcom,  Billabong  y  Rip  Curl)  have  specific  webs  for  Europe.  Other  brands  have  a  different   web  for  every  country    (Quiksilver,  Roxy  &  Oakley).  Pukas  web  is  global,  in  Spanish  and  English.   •  Oakley,  Billabong,  Roxy  &  Quiksilver  are  actually  focused  on  online  sales  through  their  own   online  shops.  Volcom,  Rip  Curl  &  Hurley  divert  their  visitors  to  mulGbrand  online  shops,  where   visitors  may  buy  compeGtor’s  products.  Pukas  is  not  pushing  hard  online  sales.   •  If  you  look  for  surf  products  at  google.es  (e.g.  Surf  bikinis,  neoprenos  surf,  …)  Roxy,  Pukas,  Body   Glove,  Quiksilver  &  Oakley  appear  in  the  first  posiGons,  while  Rip  Curl,  Billabong,  Volcom  &   Hurley  don’t  appear  at  all  in  first  pages.   •  Online  adverGsing  (Adwords)  is  used,  seasonaly,  in  France  and  Spain  by  Quiksilver,  Roxy,   Oakley  and,  somewhat  less,  by  Billabong.  Other  brands  don’t  adverGse  online.  However  other   online  retailers  profit  the  search:  Gendasurfonline.com,  blue-­‐tomato.com,  surfsGtch.com  and   decathlon.   •  Facebook  is  the  reference  for  social  network  for  surf  brands  within  the  range  2-­‐3  million  fans   per  brand  (global  or  US  pages).  European  segmented  pages  don’t  reach  400.000  fans.  Vans  is   supported  by  12  millions  Facebook  fans.   •  In  TwiXer  Oakley  (global)  is  the  leader  with  200.000  followers.  In  Europe  Quiksilver  is  followed   by  slightly  more  than  20.000  and  Oakley  doesn’t  reach  that  figure.   •  Instagram  is  leadered  by  Australians  Quiksilver,  Roxy  &  Billabong  (between  200.000  &  350.000   followers).  Quiksilver  has  3  million  Pinterest  followers,  being  almost  the  only  brand  with   Pinterest  presence,  a  mainly  used  by  women  (+80%)  social  network.       Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  4. 4. 2.-­‐  Methodology  (I)   •  This  report  is  based  on  the  6  surf  brands  sponsoring  the  10  main  surf  contest  in   the  world,  World  Championship  Tour  WCT  2013  .  We  have  included  a  European   brand  ,  Pukas,  and  Roxy,  the  Quiksilver’s  girls  brand  also.     •  We  are  focusing  on  the  original  markets  of  these  brands:  Australia  &  USA  and,   specially  in  European  markets:  France  &  Spain.   •  Web  architectures  and  brand  strategies  are  so  diverse  that  we    have  tried  to     raGonalise  and  standardise  data  &  conclusions.   •  Billabong  &  Quiksilver  sponsor,  each  one,  3  of  10  contest.  Other  brands   sponsor  just  one  event  (except  Pukas).  Roxy  sponsors  only  girls’  contests.   •  Events  are  organized  in  main  markets  (California,  Hawai,  Australia  (2),  France  &   Brazil)  and  in  exoGc  surf  desGnaGons  (TahiI,  Fiji,  Indonesia  &  Portugal)     •  The  report  was  carried  out  with  data  available  in  September  2013.  Visits  were   calculated  with  data  from  semrush.com.     •  PosiGoning  analysis  is  basic:  we  searched  in  google.es  and  google.fr  what  a   potenGal  customer  would  search,  the  brands’  generic  products:  T-­‐shirts,  hoods,   pants,  boardshorts,  wetsuits,  (in  Spanish  camisetas,  bikinis,  sudaderas,   neoprenos,  bañadores  or  in  French  in  the  case),  including  +surf  …   •  Fans  &  followers  figures  were  consolidated  in  the  brands  secGon  (e.g.  Billabong   has  3  twiXer  accounts:  general,  women  &  Europe).  In  Social  Media  pages   figures  weren’t  consolidated.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  5. 5. 2.-­‐  Methodology  (II)   •  6  surf  brands  sponsor  10  WCT  contests  with  the  best  surfers  riding   the  best  waves.  WCT  is  managed  by  the  ASP  AssociaGon  of  Surfing   Professionals.  WCT  2013   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  6. 6. 3.-­‐  Social  Media  summary  table   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   •  In  different  Social  Media*  every  brand  follows  different  strategies  from  a  unique   web  scheme  to  men-­‐girls  differenGaGon  and/or  specific  for  Europe.  (*  Social  Media,   including  blogs)  
  7. 7. 4.-­‐  Brands   A.  Billabong   B.  Hurley   C.  Oakley   D.  Pukas   E.  Quksilver   F.  Rip  Curl   G.  Roxy   H.  Volcom   We  display  the  info  in  two  pages  per  brand.   The  first  one  deals  with  web  architecture,  web  approach,  sales  online,   SEO  and  adwords  adverGsing  usage.   The  second  page  focuses  on  social  networks  brand  presence   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  8. 8. 4.-­‐  Brands:  Billabong  (I)   •  Web  architecture:    Regions  and/or   countries.  Men/women.  Europe  is  a   unique  web.     •  Approach:  Products  &  social  networks.   Generalist,  widely  targeted.   •  Online  sales:  products  can  be  easily   added  to  the  cart.  IntuiGve  web   browsing.  “Free  shipping!”  (+25€).  In   Shop  you  can  choose  the  language:  EN/ DE/FR/ES/IT.   •  PosiIoning:  Searching  at  google.es       productos  +  surf,  Billabong  doesn’t   appear.  At    google.fr,  shily.     •  SEM  (adwords):  online  adverGsing   drives,  every  month,  some  1.300   visitors  to  each  web  in  France  and   Spain.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  9. 9. 4.-­‐  Brands:  Billabong  (II)   •  Facebook,  of  course!  It  is   Billabong’s  most  acGve  social   network,  with  higher  amount  of   fans,  in  Europe  as  well.   •  Specific  pages  segmented  for   men,  women  and  Europe.     •  Curiosly  in  Instagram  there  are   20%  more  women  followers   than  men.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  10. 10. 4.-­‐  Brands:  Hurley  (I)   •  Web  architecture:  Shop,  Mens  &  Womens  lead   to  online  shop  hXps://shop.hurley.com/,  and   there  to  the  region,  Europe  in  our  case.     •  Approach:  focused  on    product  &  social   networks,  art  oriented  and    drinking  water  (&   humankind  access  to  it)  concerned  (H2O).     •  Online  sales:  SelecGng  products,  the  buy  online   buXon  gives  you  3  online  dealers  opGons   (iboardshorts.com,  Planet-­‐Sports  &  Hardcloud).   These  are  mulGbrand  dealers  with  the  risk  to   lose  the  sale  in  favor  of  other  brand.     •  PosiIoning:  Searching  products  +  surf  Hurley   doesn’t  appear  in  the  results  of  Google  France   &  Spain.     •  SEM  (adwords):  No  adwords  acIvity.  Traffic   looking  for  Hurley  products  can  divert,  via   Adwords,  to  surfsGtch.com,  zalando.es  &   privalia.com       Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  11. 11. 4.-­‐  Brands:  Hurley  (II)   •  Hurley’s  got  almost  3million   fans  in  a  unique  global  FB   page.     •  No  relevant  girls  social  network   found,  just  instagram  and   twiXer  but  shyly.     •  No  segmented  pages  for   Europe.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  12. 12. 4.-­‐  Brands:  Oakley  (I)   •  Web  architecture:  :  easy,  simple  by   countries.  What  else?   •  Approach:  it’s  the  most  “tradiGonal”   and    focused  on  product  and   innovaIon  brand.  It  makes  sense,  it’s  a   cross-­‐sports  brand  .   •  Online  sales:  products  lead  you  to  “buy   online”.  “Free  shipping”.  No  fricGon   with  retailers  publishing  official  final   price  (extra  margin  covers  the   shipping).   •  PosiIoning:  Searching  “gafas  de  sol   deportes”  Oakley  is  3rd.  In  France  the   same  3rd  posiGon.   •  SEM  (adwords):  consistent  adwords   presence.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  13. 13. 4.-­‐  Brands:  Oakley  (II)   •  As  usual,  Facebook  is  the  leader   network  in  number  of  fans.  Its   main  page  appears  in  English   (it’s  a  FB  “place”,  weird!)  with  2   million  fans,  Brazil  900.000  fans   &  Europe  373.040.     •  There  is  a  FB  “Oakley   Military”community.   •  InteresGng  figures  in  TwiWer  &   Instagram.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  14. 14. 4.-­‐  Brands:  Pukas  (I)   •  Web  architecture:  :  very  clean,  in   Spanish  and  English.   •  Approach:  to  their  products/ services:  survoards,  clothing  and   surf  schools.  Vintage  online   brochure  to  highlight.   •  Online  sales:  very  shy,  with  70   products,  it  seems  they  don’t  want   to  hurt  retailers.  A  brochure  with   products  to  add  directly  to  the  cart   would  increase  sales  .   •  PosiIoning:  well  posiGoned  for  few   products.  Surf  bikinis  in  Spain,   France  &  Brasil    are  really  well   posiGoned.   •  SEM  (adwords):  no  adwords   presence  at  all.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  15. 15. 4.-­‐  Brands:  Pukas  (II)   •  Just  3  social  networks:  FB,   Instagram  y  Vimeo.  Not  easy  to   find  the  links,  down-­‐under  and   in  B&W.   •  Quality  video  (Vimeo)  and   fashion  Instagram.   •  3  different  Facebook  places  for   Pukas  Surf  Eskolas  at  DonosG  &   Zarautz  &  Pukas  stores  (9.500   fans  consolidated)  y  Pukas  Surf   Eskola  Barcelona  with  3.200   fans).  It  looks  like  a  big  effort  is   thrown  away    in  several  points   instead  of  having  a  unique   strong  page.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  16. 16. 4.-­‐  Brands:  Quiksilver  (I)   •  Web  architecture:  :  segmented  by   regions,  and  then  by  countries  (close  to   customers).  The  web  is  fully  focused  on   sales  online.   •  Approach:  to  their  products  and  to  sell   …  just  now!   •  Online  sales:  very  agressive.  “Free   shipping”.   •  PosiIoning:  3  out  of  4  visitors  search  incorrectly  for   Quicksilver  (Quiksilver  doesn’t  use  the  C)  at  Google.   Searching  products  +  surf  appears   always  at  the  top  of  the  first  page.   •  SEM  (adwords):  2.000  visits/month  in   Spain  &  almost  6.000  in  France  from   adwords  adverGsing.  Around  10%  of   web  organic  visits.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  17. 17. 4.-­‐  Brands:  Quiksilver  (II)   •  Gentle  presence  of  Social  Media   links  at  the  boXom  of  the  page  in   an  “invisible  grey”  colour.   •  Almost  3  million  fans  in  a  unique   global  Facebook  page.   •  To  highlight  Pinterest,  a  female   network,  with  more  than  3  million   followers.     •  Kelly  Slater  sponsorship  is  very   well  returned  in  photos  &  videos.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  18. 18. 4.-­‐  Brands:  Rip  Curl      (I)   •  Web  architecture:  :  by  regions.   Europe  is  a  unique  region.     •  Approach:  to  their  products.     •  Online  sales:  not  well  focused.   Products  have  a  “buy  online”  buXon   redirecGng  to  mulIbrand  online   shops  where  visitors  can  buy  other   brands.  (Just  6  countries  FR,  UK,  DE,  SU,  AU  y  SK).   •  PosiIoning:  Lacking  T-­‐shirts,  bikinis   &  wetsuits  (camisetas,  bikinis,   neoprenos  surf)  in  google.es.   •  SEM  (adwords):  2.000  visits  in  Spain   &  almost  4.000  in  France  due  to   Google  adverGsing,  20%  &  10%   related  to  Google  organic  visits.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  19. 19. 4.-­‐  Brands:  Rip  Curl    (II)   •  Shy  social  networks  presence,   even  in  frequence.     •  +1.000  videos  in  YouTube  and   more  than  50.000  subscribers.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  20. 20. 4.-­‐  Brands:  Roxy  (I)   •  Web  architecture:  :  segmented  by   regions  and  then  by  countries.  The   web  is  fully  focused  on  selling   online.     •  Approach:  to  their  products  and  sell   them!.     •  Online  sales:  agressive.  “Free   shipping.  Valid  for  any  product”.   •  PosiIoning:  Excellent  for  camisetas,   bikinis,  neoprenos  surf  girls/women.   •  SEM  (adwords):  2.000  visits  in  Spain   &  almost  4.000  in  France  due  to   adwords  online  adverGsing,    20%  &   10%  related  to  organic  Google   visits.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  21. 21. 4.-­‐  Marcas:  Roxy  (II)   •  Social  network  links  have  a   “gentle”  presence  in  an   “invisible  grey”  colour.     •  To  highlight  Facebook  &   Instagram,  a  very  “visual”   network,  with  almost  360.000   followers.     •  Pinterest,  a  very  feminine   network,  isn’t  exploited  at  all.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  22. 22. 4.-­‐  Marcas:  Volcom(I)   •  Web  architecture:  by  regions.   Europe  is  a  unique  region,  only  in   English.     •  Approach:  “Youth  against   establishment”.  “Tough”  web  ,   difficult  to  find  secGons.   •  Online  sales:  not  very  clever.  It   adresses  visitors  to  mulIbrand   online  shops  by  countries,  where   vistors  may  buy  other  brands.     •  PosiIoning:  Lacking  camisetas,   bikinis,  neoprenos  surf  in  google.es.   •  SEM  (adwords):  2.000  visits  in   Spain  and  almost  4.000  in  France   due  to  adwords  ads:  20%  &  10%   related  to  Google  organic  searches.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  23. 23. 4.-­‐  Marcas:  Volcom  (II)   •  Almost  3  million  Facebook  fans,   +  170.000  in  Europe.   •  YouTube  with  1.000  videos   uploaded  and  67.000   subscribers.     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  24. 24. 5.-­‐  Social  Media  comparison   •  Visual  summary   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  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
  25. 25. 5.-­‐  Social  Media  comparison   •  In  the  following  slides  we  will  introduce  the  leaders  in  each   social  network,  their  followers  figures  and  publishing  acGvity.     •  We  will  start  with  generalist  networks:  Facebook  &  TwiWer.   •  Photos:  Instagram  &  Pinterest   •  Videos:  Youtube  &  Vimeo   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  26. 26. 5.-­‐  Facebook   •  Not  included  in  the  report,   VANS  is  leader  in  FB  with   almost  12  million  fans.  Vans   itself  has  more  fans  than  the   first  four  following  brands.   •  Facebook,  a  generalist   network,  fits  very  well  with   surf  brands,  generalist  as   well.   •  European  segmented  pages   don’t  reach  500.000  fans.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  27. 27. 5.-­‐  Twitter   •  Oakley,  a  brand  with  products   for  different  sports  (including   cycling),  is  the    twiXer  leader   with  200.000  followers.  Oakley   &  Quiksilver  are  the  leaders  in   Europe  with  around  20.000   followers.   •  Quiksilver  &  Rip  Curl  have   segmented  by  market  and   dilute  their  impact,  but  are   closer  to  followers.   •  Oakley,  Hurley  &  Roxy  are  the   brand  leaders  posGng  tweets,   with  figures  over  6.000.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  28. 28. 5.-­‐  Photos  (I)  Instagram  y  Pinterest   •  If  we  put  aside  Flickr,  we  can   find  two  photo  oriented   networks:  Instagram  &   Pinterest.   •  Brands  are  mainly  invesGng   in  Instagram,  except  for   Quiksilver  with  more  than   3MM  followers  in  Pinterest,   a  very  feminine  network   (+80%  are  women).     •  We  find  it  strange  that  Roxy   is  not  having  more  presence   in  Pinterest.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  29. 29. 5.-­‐  Photos  (II)  Instagram  &  Pinterest   •  Photos  related  networks    are   very  useful  for  brands  in   extremely  visual  sports.   •   Quiksilver  use  of  Kelly  Slater   image  is  great!   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  30. 30. 5.-­‐  Video  (I)  YouTube  &  Vimeo   •  YouTube  is  the  second  social   media  in  the  world  (ayer   Facebook)  with  more  than   900.000  registered  users.   Vimeo  is  more  exclusive,   with  high  quality  videos.   •  Brands  know  where  the   volume  is  and  their  bet  is  for   YouTube.  Brands  in  Vimeo,   except  for  Pukas,  have   channels  in  Youtube  also.   •  Volcom  is  the  leader  in   number  of  videos  uploaded.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  31. 31. 5.-­‐  Video  (II)  YouTube  &  Vimeo   •  Video  is  the  best  way  to   communicate  the  essence  of   sports  like  surf,  skate,  ski,   etc.   •  Subscribers  figures  aren’t   very  high  in  general,  but   some  videos  have  been   viewed  more  than  800.000   Gmes,  for  instance   de  Kelly  Slater  x11.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  32. 32. 6.-­‐  Web’s  visits   •  In  the  French  market   Quiksilver,  Roxy  &  Oakley   are  the  most  visited*   brands  via  Google.     •  In  Spain  Oakley  &   Quiksilver  are  the  leaders.   •  Pukas  is  close  to  Rip  Curl   and  well  above  Hurley  &   Volcom.  Surprisingly  the   bikinis  surf  search  places   Pukas  in  the  first  places  in   Spain,  France  &  Brazil.   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   *  The  figures  are  not  real  figures  but  semrush.com  esGmates  based  in  the  20  first  search  results  in   every  web.    This  is  the  best  info  available,  very  useful  to  compare  among  brands.  
  33. 33. 7.-­‐  Advertising   •  Brands  have  2  opGons  to  appear  in  customer  searches:   •  Adwords  (paid  adverGsing)   •  Search  Engine  OpGmisaGon  (SEO)     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   AdverGsing   SEO   Search   AdverGsing  
  34. 34. 7.-­‐  Advertising   •  66%  of  these  5  markets  online   adverGsingtakes  place  in  the  US   •  Oakley  is  the  brand  with  more   presence,  52%,  sthe  econd  player  is   Quiksilver  Group  (Roxy  16%  &   Quiksilver  18%).   •  In  Europe  the  picture  is  similar,   including  Billabong.   •  Volcom  &  Hurley  only  invest  in  adwords   in  the  US  market..     Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   AdverGsing  
  35. 35. 8.-­‐  Contact   •  +34  944  00  88  88   •  +34  671  053  446   •  felix@otradimension.es   •  @otradimensionSM   •  www.otradimension.es   •  Apartado  333,  48080,  Bilbao,     •  Basque  Country,  Spain,  Europe   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  
  36. 36. 9.-­‐  Links  (I)   • Brand’s  webs  links   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   Brand       Web   Billabong   Men   hXp://www.billabong.com/   Women           Hurley   Men   hXp://www.hurley.com/   Womens           Oakley   US   hXp://www.oakley.com/   Europe           Pukas       hXp://pukassurf.com/es/           Quiksilver       hXp://www.quiksilver.es/#?intcmp=qs_us_redirecGon:qs_eu                       Rip  Curl   EU   hXp://www.ripcurl.eu/   US   hXp://shop.ripcurl.com/us/shop/   AU   hXp://www.ripcurl.com.au/shop/           Roxy   Wome n   hXp://www.roxy.com/           Volcom   EU   hXp://www.volcom.com/   US   hXp://www.volcom.com/index.asp?new=1   AU   hXp://www.volcom.com.au/  
  37. 37. 9.-­‐  Links  (II)   • Facebook  &  TwiXer  brand’s  pages  links   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   Brand   Facebook       TwiXer   Billabong   hXps://www.facebook.com/Billabong       hXps://twiXer.com/billabong1973   hXps://www.facebook.com/BillabongWomens       hXps://twiXer.com/billabongwomens           Hurley   hXps://www.facebook.com/Hurley       hXps://twiXer.com/hurley           hXps://twiXer.com/hurley_girls           Oakley   hXps://www.facebook.com/Oakley?fref=ts       hXps://twiXer.com/oakley   hXps://www.facebook.com/oakleyeurope?fref=ts       hXps://twiXer.com/OakleyEurope           Pukas   hXps://www.facebook.com/pukassurf                   Quiksilver   hXps://www.facebook.com/quiksilver       hXps://twiXer.com/quiksilverevent   hXps://twiXer.com/QuiksilverUSA           hXps://twiXer.com/QuiksilverAUS           Rip  Curl   hXps://www.facebook.com/ripcurl           hXps://twiXer.com/ripcurl_usa           hXps://twiXer.com/ripcurl           Roxy   hXps://www.facebook.com/roxy       hXps://twiXer.com/roxy           Volcom   hXps://www.facebook.com/VolcomEurope       hXps://twiXer.com/Volcom   hXps://www.facebook.com/Volcom       hXps://www.facebook.com/youthagainstestablishment                   Vans  Europe   hXps://www.facebook.com/VansEurope          
  38. 38. 9.-­‐  Links  (III)   •  Instagram  &  Pinterest  brand’s  pages  links   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   Brand   Instagram       Pinterest   Billabong   hXp://instagram.com/billabong           hXp://instagram.com/billabongwomens                   Hurley   hXp://instagram.com/hurley       hXp://pinterest.com/hurleyclothing/   hXp://instagram.com/hurley_girls                   Oakley   hXp://instagram.com/oakley                               Pukas   hXp://instagram.com/pukassurf                   Quiksilver   hXp://instagram.com/quiksilver       hXp://pinterest.com/quiksilver/                           Rip  Curl   hXp://instagram.com/ripcurl_europe               hXp://instagram.com/ripcurl_aus                   Roxy   hXp://instagram.com/roxy       hXp://pinterest.com/roxy/           Volcom   hXp://instagram.com/volcom       hXp://pinterest.com/volcomeurope/   hXp://pinterest.com/volcom/              
  39. 39. 9.-­‐  Links  (IV)   • YouTube  &  Vimeo  brand’s  channels  links   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao   Brand   You  Tube       Vimeo   Billabong   hXp://www.youtube.com/user/billabong/featured       hXps://vimeo.com/billabong   hXp://www.youtube.com/user/billabongtv?feature=watch       hXps://vimeo.com/billabongwomens           Hurley   hXp://www.youtube.com/hurley                               Oakley   hXp://www.youtube.com/user/oakley                               Pukas           hXp://vimeo.com/pukassurf           Quiksilver   hXp://www.youtube.com/quiksilver                                   Rip  Curl   hXp://www.youtube.com/ripcurl                                   Roxy   hXp://www.youtube.com/roxy                   Volcom   hXp://www.youtube.com/Volcom       hXps://vimeo.com/volcom                  
  40. 40. THANKS!   More  info  +34  944  00  88  88   Otra  Dimensión,  Agencia  de  MarkeGng  online  -­‐  Bilbao  

×