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PRACTICAL   SOCIAL MEDIA & PREMIUM BRANDS SESSION            FEBRUARY	  2013	  
KEY FACTSAND USEFUL   TOOLS     TO	  HELP	  YOU	  THINK	  THE	  SOCIAL	  STRATEGY	                             	  OF	  A	 ...
KEY FACTS:   SOCIAL  MEDIA ISMORE THAN A   MEDIA
IT IS ALL KINDS OF DIGITAL OBJECTS ALLOWING INTERACTIONS AND COMMUNITIES   SOCIAL	  PLATFORM	     GAMING	     CONTENT	    ...
GENERATING DIFFERENT TYPES OF BEHAVIOURS                               BLOG/CONTENT/COMMENTS                              ...
WHICH GIVE BIRTH TO DIFFERENT LADDER
GENERATING DIFFERENT TYPES OF RULES TO FOLLOW – TO GET ACCEPTANCE  1	     CONVERSATION	    2	     SHARING	    3	     PARTI...
BRAND	      1.CONVERSING BETWEEN  PEOPLE.             CONVERSATIONAL	                   BRAND	  
1.      ACONVERSATION  OFFERING   UTILITY
2.   THE ART OF    SHARING: GENERATING ASOCIAL CURRENCY AND CHANGING  PEOPLE INTO     MEDIA
3. MAKE PEOPLEPARTICIPATE AND   BECOME ACULTURAL BRAND
4.     ALLOWCOLLABORATION,CO-CREATION, CO-  OWNERSHIP
5.KEEP ROOTED IN   THE NOW
KEY PROBLEM:       ANINCOMPATIBILITY      WITH PREMIUMNESS ?
IS THERE A WAR TAKING PLACE    BETWEEN    PREMIUM   BRANDS &SOCIAL MEDIA ?
THE	  CURRENT	  CULTURAL	  CHOC:	  THE	  IMPOSSIBLE	  MARRIAGE	  BETWEEN	  A	  USER	  CENTRIC	  CULTURE	  	               ...
SOME	  SAY	  THAT	  SOCIAL	  MEDIA	  COULD	  KILL	  PREMIUM	  AND	  LUXURY	  BRANDS,	  	   BY	  DESTROYING	  OUR	  COMMON	...
THIS	  CULTURAL	  CHOC	  ENABLES	  SOME	  KEY	  PARADOXES	  –	  TO	  BE	  CONSIDERED	  AS	  CHALLENGES	  FOR	  PREMIUM	  B...
KEY                      PARADOXES    1.                                           5.   TIME                              ...
1.     TIMEDISAGREEMENT
IMMEDIACY	  IS	  THE	  DIGITAL	  NEW	  NORM:	  EVERY	  PIECE	  OF	  INFORMATION,	  REQUEST,	  INTERACTION	  IS	  TO	  BE	 ...
ON	  THE	  CONTRARY,	  FOR	  LUXURY	  GOODS	  &	  BRANDS,	  TIME	  IS	  MADE	  FOR	  LEGACY	  AND	  IS	  CONSQUENTLY	  SLO...
A	  SENSE	  OF	  LEGACY	  STRENGHTENED	  BY	  THE	  WILL	  TO	  BECOME	  A	  CULTURAL	  REFERENCE	  (LOUIS	  VUITTON	  EXH...
RECONCILIATION: BUILDING A    VIVIDEXPERIENCE, A  PRECIOUS  MOMENT, ASERVICE MADE TO MEASURE
E.G.	  BURBERRY	  +	  TWITER	  =	  TWEETWALK	  (SPRING	  SUMMER	  2012)	  :	  TWITTER	  FOLLOWERS	  HAD	  SEEN	  THE	  «	 ...
2.TARGET ANDBRAND ROLEDIFFERENCE
THERE	  IS	  A	  POSSIBLE	  «	  AGE	  GAP	  »,	  AS	  THE	  TEENAGERS	  /	  YOUNG	  ADULTS	  ARE	  MASSIVELY	  INVESTING	 ...
THOUGH,	  THE	  (PREMIUM)	  BRAND	  TARGETS	  AND	  SOCIAL	  MEDIA	  USERS	  WHO	  CLAIM	  THEIR	  INTEREST	  FOR	  SUCH	 ...
ON	  THE	  CONTRARY,	  LUXURY	  BRANDS	  ARE	  OFTEN	  TAKEN	  AS	  A	  QUALIFYING	  TOKEN	  –	  CONSUMING	  THE	  BRAND	 ...
RECONCILIATION:  A TASTE FOR MODESTY AND ARESPECT FOR THE    IDEA OF  COMMUNITY.
THE	  MAIN	  ACCOUNT	  OF	  MOET	  &	  CHANDON	  IS	  PROTECTED,	  IN	  ORDER	  TO	  PROTECT	  CONFIDENTIALITY	  BUT	  ALS...
MERCEDES	  HAS	  CREATED	  SOME	  PLATFORMS	  DEDICATED	  TO	  SELECTED	  AND	  INVITED	  AUDIENCES	  IN	  ORDER	  TO	  IN...
3.   MEDIA CULTUREDIFFERENCE
FOR	  WIRED	  «	  THE	  WEB	  IS	  DEAD	  »	  -­‐	  BUT	  VIDEO	  IS	  ABOUT	  TO	  TAKE	  THE	  LEAD	  AS	  THE	  NEW	  «...
WHEN	  LUXURY	  AND	  PREMIUM	  BRANDS	  FEEL	  MORE	  COMFORTABLE	  ON	  A	  PHOTOGRAPH…	  
RECONCILIATION MASTER NEWSUPPORTS AND  BECOME ABROADCASTER
THE	  VIDEO	  IS	  BECOMING	  A	  «	  SOCIAL	  CURRENCY	  »	  -­‐	  EASY	  TO	  LIKE,	  TO	  SHARE,	  TO	  DREAM	  ABOUT…	...
THAT’S	  WHY	  LUXURY	  BRANDS	  ARE	  BECOMING	  REAL	  BROADCASTERS.	  	  (E.G.	  :	  Dior	  –	  124	  videos	  /	  15	 ...
…WITH	  SOMETIMES	  THIS	  TEMPTATION	  TO	  OFFER	  OWNED	  SOCIAL	  PLATFORMS.	  E.G.	  VEUVE	  CLICQUOT	  &	  «	  WISH	...
4.INNOVATION DICTATURE
THE	  DIGITAL	  EVOLUTION	  IS	  AN	  ILLUSTRATION	  OF	  THE	  CREATIVE	  DESTRUCTION	  (SCHUMPETER):	  INNOVATION	  BUNC...
…WHEN	  LUXURY	  IS	  SUPPOSED	  TO	  BE	  TIMELESS	  
RECONCILIATION    CHERISH   CREATIVEDISRUPTION AND  THE « FIRST    TIMES »
BURBERRY	  IN	  CHINA	  =	  STEREOSCOPIC,	  ACOUSTIC,	  VISUAL	  AND	  SENSORY	  EXPERIENCE	  LINKING	  REAL	  AND	  VIRTU...
…BUT	  AVOIDING	  UNACCURATE	  INNOVATIONS	  OR	  TERRITORIES	  
5.CONTRARIETY &CONVERSATION
DIGITAL	  	  INTERACTION	  	  CONVERSATION	  	  AUDIENCE	  TAKING	  THE	  CONTROL.	  E.G.	  THE	  VICHY	  CASE,	  IN	  ...
IN	  2012	  THE	  #trendingtopic	  OF	  LAGERFELD	  AND	  ADELE	  FIGHT	  HAVE	  FILLED	  THE	  SOCIAL	  PLATFORMS,	  ENDI...
BUT	  THE	  HABIT	  OF	  (PREMIUM)	  BRANDS	  KEEPS	  ON	  PROPOSING	  A	  «	  TOP	  DOWN	  »	  	                     COMM...
THIS	  CAN	  BE	  DANGEROUS	  IN	  A	  ERA	  OF	  PERMANENT	  PRE-­‐CRISIS	  WHEN	  YOU	  PERMANENTLY	  NEED	  TO	  BE	  R...
RECONCILIATION  FREEDOM, UTILITY AND   DREAM
LETTING	  SOME	  SPACE	  FOR	  INTERACTION	  ALLOWS	  TO	  INTERACT	  WITH	  THE	  BRAND	  AUDIENCE,	  EVEN	  THE	  NEGATI...
“WE	  ARE	  NOT	  JOYALS	  CREATORS,	  BUT	  STORY	  TELLERS.”	  Stanislas	  de	  Quercize	  –	  Van	  Cleef	  &	  Arpels	  
ALLOWING	  THE	  DREAM,	  AS	  LUXURY	  BRANDS	  ARE	  MORE	  «	  CULTURE	  CENTRIC	  »	  THAN	  «	  USER	  CENTRIC	  »,	 ...
ALLOWING	  UTILITY	  PROVIDING	  SERVICES	  –	  WITH	  TUTORIALS	  FOR	  EXAMPLE.	          HERE	  G.H.MUMM	  AND	  ITS	  ...
Conclusion
SOCIAL	  PLATFORMS	  ARE	  NOT	  A	  FRIENDLY	  ENVIRONENT	  FOR	  (PREMIUM)	  BRANDS…	  BUT	  IT	  IS	  ALMOST	  IMPOSSIB...
YOUR WORK
THE ECOSYSTEM OF STARBUCK’S    COFFEE   ON SOCIAL  PLATFORMS     10 MN
Community	                 Podcast                                                                                        ...
Youtube                                                             » 6 000 abonnés                                       ...
THE IDEAL ROLEOF MAIN SOCIAL  PLATFORMS     10 MN
SOCIAL	  MEDIA	  ID	  CARD	   SOCIAL	  MEDIA	                                                                             ...
SOCIAL	  MEDIA	  ID	  CARD	   SOCIAL	  MEDIA	   UTILITY	                                                                  ...
THANK YOU
1302 social media & premium
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1302 social media & premium

  1. 1. PRACTICAL SOCIAL MEDIA & PREMIUM BRANDS SESSION FEBRUARY  2013  
  2. 2. KEY FACTSAND USEFUL TOOLS TO  HELP  YOU  THINK  THE  SOCIAL  STRATEGY    OF  A  PREMIUM  BRAND        
  3. 3. KEY FACTS: SOCIAL MEDIA ISMORE THAN A MEDIA
  4. 4. IT IS ALL KINDS OF DIGITAL OBJECTS ALLOWING INTERACTIONS AND COMMUNITIES SOCIAL  PLATFORM   GAMING   CONTENT   EDITION   DISCUSSION   TRADE  
  5. 5. GENERATING DIFFERENT TYPES OF BEHAVIOURS BLOG/CONTENT/COMMENTS READER, VIDEO VIEWER, POSTS, COMMENTS, VOTES. PODCAST LISTENER FORUMS/WIKI CONTRIBUTOR BROADCASTER OWN VIDEO/MUSIC UPLOAD ARTICLE WRITTER FOLLOWER PASSIVE VIEWER USA 68% CRITICIZER Collectionneur Créateur CREATORS COLLECTIONNIST CREATOR USA 14% USA 73% UE7 50% USA 36% USA INDIA 80%USA 24% USA 23% 23% USA 24% UE7 21% UE7 69% UE7 33% UE7CHINA 76%UE7 23% UE7 22% 22% UE7 23% RSS FLOW, WIDGET USAGE, UPDATE HIS TAGGING, VOTES NO SOCIAL PLATFORM USAGE PROFILE, SOCIAL MEDIA VISITORForrester  –  Social  Media  AdopFon  2011  Q3  
  6. 6. WHICH GIVE BIRTH TO DIFFERENT LADDER
  7. 7. GENERATING DIFFERENT TYPES OF RULES TO FOLLOW – TO GET ACCEPTANCE 1   CONVERSATION   2   SHARING   3   PARTICIPATION   4   COLLABORATION   5   SOCIAL  IDEAS  
  8. 8. BRAND   1.CONVERSING BETWEEN PEOPLE. CONVERSATIONAL   BRAND  
  9. 9. 1. ACONVERSATION OFFERING UTILITY
  10. 10. 2. THE ART OF SHARING: GENERATING ASOCIAL CURRENCY AND CHANGING PEOPLE INTO MEDIA
  11. 11. 3. MAKE PEOPLEPARTICIPATE AND BECOME ACULTURAL BRAND
  12. 12. 4. ALLOWCOLLABORATION,CO-CREATION, CO- OWNERSHIP
  13. 13. 5.KEEP ROOTED IN THE NOW
  14. 14. KEY PROBLEM: ANINCOMPATIBILITY WITH PREMIUMNESS ?
  15. 15. IS THERE A WAR TAKING PLACE BETWEEN PREMIUM BRANDS &SOCIAL MEDIA ?
  16. 16. THE  CURRENT  CULTURAL  CHOC:  THE  IMPOSSIBLE  MARRIAGE  BETWEEN  A  USER  CENTRIC  CULTURE     AND  A  BRAND  FOCUSED  POINT  OF  VIEW.    
  17. 17. SOME  SAY  THAT  SOCIAL  MEDIA  COULD  KILL  PREMIUM  AND  LUXURY  BRANDS,     BY  DESTROYING  OUR  COMMON  REFERENCES,  PROVIDED  BY  MASS  MEDIA  
  18. 18. THIS  CULTURAL  CHOC  ENABLES  SOME  KEY  PARADOXES  –  TO  BE  CONSIDERED  AS  CHALLENGES  FOR  PREMIUM  BRANDS  ON  SOCIAL  PLATFORMS.  
  19. 19. KEY PARADOXES 1. 5. TIME CONTRARIETY &DIFFERENCE CONVERSATION 2. 4. TARGET AND 3. INNOVATION BRAND ROLE MEDIA DICTATURE DIFFERENCE CULTURE DIFFERENCE
  20. 20. 1. TIMEDISAGREEMENT
  21. 21. IMMEDIACY  IS  THE  DIGITAL  NEW  NORM:  EVERY  PIECE  OF  INFORMATION,  REQUEST,  INTERACTION  IS  TO  BE  FULFILED   INSTANTEANOUSLY.  THE  APPROPRIATE  BASIS  FOR  PRE-­‐COGNITIVE  MARKETING.  
  22. 22. ON  THE  CONTRARY,  FOR  LUXURY  GOODS  &  BRANDS,  TIME  IS  MADE  FOR  LEGACY  AND  IS  CONSQUENTLY  SLOW,  AS  REQUIRED   BY  CRAFTSMANSHIP.    
  23. 23. A  SENSE  OF  LEGACY  STRENGHTENED  BY  THE  WILL  TO  BECOME  A  CULTURAL  REFERENCE  (LOUIS  VUITTON  EXHIBITIONS,  CHANEL  MOBILE   MUSEUM,  FLASH  EXHIBITIONS  FROM  PRADA).  
  24. 24. RECONCILIATION: BUILDING A VIVIDEXPERIENCE, A PRECIOUS MOMENT, ASERVICE MADE TO MEASURE
  25. 25. E.G.  BURBERRY  +  TWITER  =  TWEETWALK  (SPRING  SUMMER  2012)  :  TWITTER  FOLLOWERS  HAD  SEEN  THE  «  SILHOUETTES  »   FIRST  HAND,  EVEN  BEFORE  SPECTATORS  DURING  THE  COLLECTION  PRESENTATION.    
  26. 26. 2.TARGET ANDBRAND ROLEDIFFERENCE
  27. 27. THERE  IS  A  POSSIBLE  «  AGE  GAP  »,  AS  THE  TEENAGERS  /  YOUNG  ADULTS  ARE  MASSIVELY  INVESTING  SOME  SOCIAL   PLATFORMS  LIKE  TWITTER.    
  28. 28. THOUGH,  THE  (PREMIUM)  BRAND  TARGETS  AND  SOCIAL  MEDIA  USERS  WHO  CLAIM  THEIR  INTEREST  FOR  SUCH  BRANDS  ARE  NOT  THE  SAME:  THERE  IS  NO  SYSTEMATIC  LINK  BETWEEN  A  «  LIKE  »  OR  A  «  FOLLOW  »  AND  THE  INTENTION  TO  BUY.      
  29. 29. ON  THE  CONTRARY,  LUXURY  BRANDS  ARE  OFTEN  TAKEN  AS  A  QUALIFYING  TOKEN  –  CONSUMING  THE  BRAND  IMAGE.    
  30. 30. RECONCILIATION: A TASTE FOR MODESTY AND ARESPECT FOR THE IDEA OF COMMUNITY.
  31. 31. THE  MAIN  ACCOUNT  OF  MOET  &  CHANDON  IS  PROTECTED,  IN  ORDER  TO  PROTECT  CONFIDENTIALITY  BUT  ALSO  TO  CREATE   A  DESIRE  FOR  THE  MYSTERY.    
  32. 32. MERCEDES  HAS  CREATED  SOME  PLATFORMS  DEDICATED  TO  SELECTED  AND  INVITED  AUDIENCES  IN  ORDER  TO  INTERACT   WITH  THEM  (WITH  A  REWARD  DYNAMIC).    
  33. 33. 3. MEDIA CULTUREDIFFERENCE
  34. 34. FOR  WIRED  «  THE  WEB  IS  DEAD  »  -­‐  BUT  VIDEO  IS  ABOUT  TO  TAKE  THE  LEAD  AS  THE  NEW  «  PREFERED  TYPE  OF  CONTENT  »  
  35. 35. WHEN  LUXURY  AND  PREMIUM  BRANDS  FEEL  MORE  COMFORTABLE  ON  A  PHOTOGRAPH…  
  36. 36. RECONCILIATION MASTER NEWSUPPORTS AND BECOME ABROADCASTER
  37. 37. THE  VIDEO  IS  BECOMING  A  «  SOCIAL  CURRENCY  »  -­‐  EASY  TO  LIKE,  TO  SHARE,  TO  DREAM  ABOUT…  IF  IT  IS  CONSIDERED  AS  A   REAL  BRAND  PRODUCT  (WITH  THE  SAME  LEVEL  OF  QUALITY  THAN  OTHER  BRANDED  GOODS).    
  38. 38. THAT’S  WHY  LUXURY  BRANDS  ARE  BECOMING  REAL  BROADCASTERS.    (E.G.  :  Dior  –  124  videos  /  15  M  seen  pages  1  y  //  CarZer  –  37  videos  /    32,6  M  s.p.  with  15  for  l’Odyssée  1  y)    
  39. 39. …WITH  SOMETIMES  THIS  TEMPTATION  TO  OFFER  OWNED  SOCIAL  PLATFORMS.  E.G.  VEUVE  CLICQUOT  &  «  WISH  YOU  WERE  HERE  »  FOR  THE  «  CLICQUOT  EXPERIENCES  »  -­‐  LIFESTYLE  PHOTOGRAPHS  TAKEN   BY  SELECTED  CONSUMERS.    
  40. 40. 4.INNOVATION DICTATURE
  41. 41. THE  DIGITAL  EVOLUTION  IS  AN  ILLUSTRATION  OF  THE  CREATIVE  DESTRUCTION  (SCHUMPETER):  INNOVATION  BUNCHES   REDEFINE  ONE  AFTER  THE  OTHER  THE  BUSINESS  /  ECONOMICAL  PATTERNS  AND  OUR  LIFE  STYLE…     SEVERAL  TIMES  IN  A  LIFETIME..  
  42. 42. …WHEN  LUXURY  IS  SUPPOSED  TO  BE  TIMELESS  
  43. 43. RECONCILIATION CHERISH CREATIVEDISRUPTION AND THE « FIRST TIMES »
  44. 44. BURBERRY  IN  CHINA  =  STEREOSCOPIC,  ACOUSTIC,  VISUAL  AND  SENSORY  EXPERIENCE  LINKING  REAL  AND  VIRTUAL  WORLDS   I.E.  A  FASHION  SHOW  MIXING  A  CONCERT,  HOLOGRAMS  AND  REAL  MODELS  TO  BE  SEEN.    
  45. 45. …BUT  AVOIDING  UNACCURATE  INNOVATIONS  OR  TERRITORIES  
  46. 46. 5.CONTRARIETY &CONVERSATION
  47. 47. DIGITAL    INTERACTION    CONVERSATION    AUDIENCE  TAKING  THE  CONTROL.  E.G.  THE  VICHY  CASE,  IN  FRANCE    THE  FIRST  SCANDAL  OF  FALSE  CONVERSATION  DISCOVERED  BY  USERS.    
  48. 48. IN  2012  THE  #trendingtopic  OF  LAGERFELD  AND  ADELE  FIGHT  HAVE  FILLED  THE  SOCIAL  PLATFORMS,  ENDING  WITH  THE   APOLOGIES  OF  THE  CREATOR.    
  49. 49. BUT  THE  HABIT  OF  (PREMIUM)  BRANDS  KEEPS  ON  PROPOSING  A  «  TOP  DOWN  »     COMMUNICATION  FROM  A  «  MAJECTIC  »  BRAND.    
  50. 50. THIS  CAN  BE  DANGEROUS  IN  A  ERA  OF  PERMANENT  PRE-­‐CRISIS  WHEN  YOU  PERMANENTLY  NEED  TO  BE  READY  TO  ANSWER   TO  THE  «  BAD  BUZZ  »  DESTROYING  THE  BRAND  REPUTATION  –  THE  GOODWILL  BEING  THE  REAL  BRAND  CAPITAL..  
  51. 51. RECONCILIATION FREEDOM, UTILITY AND DREAM
  52. 52. LETTING  SOME  SPACE  FOR  INTERACTION  ALLOWS  TO  INTERACT  WITH  THE  BRAND  AUDIENCE,  EVEN  THE  NEGATIVE  ONES.    
  53. 53. “WE  ARE  NOT  JOYALS  CREATORS,  BUT  STORY  TELLERS.”  Stanislas  de  Quercize  –  Van  Cleef  &  Arpels  
  54. 54. ALLOWING  THE  DREAM,  AS  LUXURY  BRANDS  ARE  MORE  «  CULTURE  CENTRIC  »  THAN  «  USER  CENTRIC  »,  OPENING  THE   DOORS  OF  BACK  STAGE,  BEHIND  THE  SCENE  AND  OTHER  SECRETS.    
  55. 55. ALLOWING  UTILITY  PROVIDING  SERVICES  –  WITH  TUTORIALS  FOR  EXAMPLE.   HERE  G.H.MUMM  AND  ITS  CHAMPAGNE  PROTOCOLES.      
  56. 56. Conclusion
  57. 57. SOCIAL  PLATFORMS  ARE  NOT  A  FRIENDLY  ENVIRONENT  FOR  (PREMIUM)  BRANDS…  BUT  IT  IS  ALMOST  IMPOSSIBLE  TO  AVOID  THEIR  ATTRACTION  POWER.    THE  CONDITIONS  OF  SUCCESS:  /DON’T  PROPOSE  ADVERTISING  –  PROMOTE  CONTENT  AND  INFORMATION    /  IT’S  NOT  ABOUT  SOCIAL  MEDIAS,  IT’S  ABOUT  SOCIAL  IDEAS  /CHOOSE  YOUR  HOSTS  –  THE  SOCIAL  PLATFORM  AND  THE  AUDIENCES  –  IF  YOU  CAN    /HAVE  A  CONVERSATIONAL  APPROACH,  DONT  OFFER  A  MONOLOGUE    /BUILD  AN  ECOSYSTEM  /KEEP  THE  SAME  LEVEL  OF  QUALITY    /BE  «  CULTURE  CENTRIC  »  
  58. 58. YOUR WORK
  59. 59. THE ECOSYSTEM OF STARBUCK’S COFFEE ON SOCIAL PLATFORMS 10 MN
  60. 60. Community   Podcast On  line   plamorms:  collecZves   s  (tour,   videos  /   guide,   channel  Internet  site(s)  :  Tate  Britain  /   Blogs  (on  site)   audio,   (on  site)  Modern  /  Liverpool  /  St  Ives   video)   on   Shared   iTunes   content   On  line  magazine  (on  site)  Mobile   Site   ApplicaZon   Digital   guide   Social   media  site   Events   Ipad/iphone  apps  :  experienZal,  per  arZst,  per  public…   Complete  social  media  ecosystem   Social  media   curators   Digital  event  
  61. 61. Youtube » 6 000 abonnés » 4 562 809 vues pour toutes les vidéos Facebook   » 8h depuis la dernière connexion de Starbucks » 6  200  000  Fans   » 800  000  votants   » 640  sujets   Starbucks  V2V   Twitter V2V 25  000  membres   5 000 abonnés Starbucks.com   Flickr   » 8648  membres  +  autres   groupes  non  officiels   Twi]er   » 15  000  photos/membres  Twitter » 290  000  photos  autres  800 000 abonnés My Starbucks Idea (RED)   » 80 000 idées postées » 350 réalisées YouTube   Facebook   Twitter My Starbucks Idea Iphone/mobile   MySpace   12 000 abonnés 2  applicaZons  
  62. 62. THE IDEAL ROLEOF MAIN SOCIAL PLATFORMS 10 MN
  63. 63. SOCIAL  MEDIA  ID  CARD   SOCIAL  MEDIA   BRAND   UTILITY   REACH   RELATIONSHIP   Which  are  the  main  uses  associated  with  this  social   Keys  figures  (acZve  users,  Zme  spent…)  on  the   What  kind  of  relaZonship  can  we  built  with  users?   network?   potenZal  reach   How  frequently  should  we  talk?   PUBLICS   OBJECTIVES   TONE  OF  VOICE   Who  are  the  users  of  this  social  network?  Which   What  could  be  the  brand  objecZves?   How  should  be  the  brand  personality?  Is  there  an     communiZes  are  using  it?   "eZqueve"  to  respect?  
  64. 64. SOCIAL  MEDIA  ID  CARD   SOCIAL  MEDIA   UTILITY   REACH   RELATIONSHIP   Which  are  the  main  uses  associated  with  this  social   Keys  figures  (acZve  users,  Zme  spent…)  on  the  potenZal   What  kind  of  relaZonship  can  we  built  with  users?  How   network?   reach   frequently  should  we  talk?   YouTube  is  used  to  watch,  share  and  comments   video.   Over  800  million  unique  users  visit  YouTube  each   YouTube  is  not  made  to  build  a  close  relaZonship  but  is   -­‐ People  browse  and  watch  video:  YouTube  is  the   month.  The  average  YouTube  user  watches  five   mostly  used  to  deliver  content.   second  search  engine.   hours  of  video  and  visits  the  site  14  Zmes  per   SomeZmes,  it  can  be  used  as  a  space  for  conversaZon  (Old   -­‐ People  comment  and  «  like  »:  for  every  ‘dislike,’   month.  He  spends  15  minutes  per  day  on  YouTube.     Spice  respond  campaign)  or  as  a  space  of  user  generated   there  is  10  ‘likes’-­‐  people  like  to  tell  other  people   content.   about  the  stuff  they  love.   500  years  of  video  are  watched  every  day  on   -­‐ People  share:  72  hours  of  video  are  uploaded  to   Facebook,  and  over  700  videos  are  shared  on   YouTube  every  minute.   Twiver  each  minute.   PUBLICS   OBJECTIVES   TONE  OF  VOICE   Who  are  the  users  of  this  social  network?  Which  communiZes  are   What  could  be  the  brand  objecZves?   How  should  be  the  tone  of  voice?  Is  there  an    "eZqueve"   using  it?   to  respect?   Many  objecZves  can  be  reach  through  YouTube   The  YouTube  audience  is  really  large:  YouTube  is   video:     There  is  no  tone  of  voice  or  eZqueve  that  need  to   localized  in  43  countries  and  across  60  languages   be  respect.   and  70%  of  YouTube  traffic  comes  from  outside  the   -­‐   Create  awareness   US   -­‐   Create  preference   The  video  of  less  than  one  minutes  have  the  bever   -­‐   Entertain  with  brand  content   rate  of  success.     YouTubes  demographic  is  broad  too:  18-­‐54  years   -­‐   Inform  about  a  product   old.   -­‐   Share  some  Zps  /  tutorials   Music  is  the  most  popular  category  
  65. 65. THANK YOU

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