2. A Think Tank for Digital Innovation
RESEARCH
ADVISORY SERVICES
EDUCATION
3. CLINIC:
Mobile & Geolocal
Topics include:
• MOBILE APPS iPhone, iPad, Android, Blackberry
• MOBILE ADVERTISING
• GEOLOCAL
• MOBILE SITES
REGISTER NOW:
http://L2MobileClinic.eventbrite.com/
06.24.11 | NYU Stern
4. CLINIC:
Video &
Celebrity
Topics include:
• HOW TO USE VIDEO ONLINE
• HOW TO LEVERAGE CELEBRITY
ONLINE
REGISTER NOW:
http://L2MobileClinic.eventbrite.com/
07.28.11 | NYU Stern
5. OTHER UPCOMING EVENTS:
FORUM:
InnovationNovember
CLINIC:
Brands As Media
CompaniesJanuary 2012
DIGITAL IQ® RELEASE LUNCHES:
3 Lunches to Preview Releases of L2’s core
Digital IQ® Studies (October):
Fashion &
Leather Goods
Watches
& Jewelry
Beauty
CLINIC:
ChinaSeptember
MEMBERS-ONLY LUNCHES:
8. 662 million users
50% log in daily
40% follow a brand
53% HHI > $50k
Facebook: The New O.S.
9. RUSSIA: 85%
CHINA: 70%
INDIA: 78%
BRAZIL: 69%
UK: 64%
SOUTH KOREA: 64%
SPAIN: 59%
US: 59% FRANCE: 50%
Source: Universal McCann, July 2009
% of Internet Users in Select Countries with a Social Network Profile
(2009)
Global Social Media Engagement
10. Source: Mary Meeker, Internet Trends, April 10, 2010
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
2007 2008 2009 2010
Facebook
YouTube
Google
MSN
Yahoo
Share of Global Online Time Spent
(2007-2010)
“The top 10 Web sites accounted for 31% of US page views in 2001,
40% in 2006, and about 75% in 2010”
—Wired Magazine, August 2010
Web Dead, Facebook Thriving
11. China
1.34 Billion
600 Million
70% Outside of U.S.
53% HHI >$50k
50% College Educated
41% Log-in Everyday
40% Follow a Brand
China –or– Facebook?
Source: Digital Surgeons,
October 2010
Assessing the Opportunity?
12. Most Popular Fashion Facebook
Pages
(Number of likes)
Most Popular Fashion
Magazines
(Global Circulation)
Burberry: 6.5 M
Gucci: 4.7 M
Chanel: 3.9 M
Dolce & Gabbana: 2.9 M
Ralph Lauren: 3.3 M
Louis Vuitton: 2.7 M
Cosmopolitan: 3.0 M
Glamour: 2.4 M
In Style: 1.8 M
Vogue: 1.3 M
Vanity Fair: 1.2 M
Allure: 1.1 M
Elle: 1.1 M
361% YOY
GROWTH
1.1% YOY
GROWTH
Excising the Publisher’s Tax
Giorgio Armani: 1.3 M
13. -30%
4%
11%
40%
Cost Trends: Online Advertising Platforms
(Q1 2011 vs. Q1 2010)
Facebook
(CPC)
Google
(CPC)
Bing-
Yahoo
(CPC)
Display
(CPM)
Source: Global Digital Marketing Performance Report, Efficient Frontier, Q1 2011
The Salad Days
15. • First of its kind study
• Measures Facebook aptitude of
100 iconic brands across:
• Automobiles
• Beauty & Skincare
• Champagnes & Spirits
• Fashion
• Watches & Jewelry
• Ranks brands on the following
dimensions:
• Size & Velocity
• Programming
• Engagement
• Integration
The only audit that
benchmarks the
Facebook performance
of prestige brands
L2 Prestige 100®: Facebook IQ
16. Dimension: Size and Velocity (35%)
• Number of likes
• Growth Rate
• Global Community
• Frequency of Brand Posts
• Fan Posts and Uploads
Methodology
19. Methodology
Dimension: Integration (15%)
• Links from other Digital Properties
• Search Engine Visibility
• Incorporation of other Social Media Properties
• Utilization of “like” and “share” buttons
• Customer Service Accessbility
20. Brands parsed into five categories based on Digital IQ score:
140+
110-139
90-109
70-89
>70
Genius:
Gifted:
Average:
Challenged:
Feeble:
Facebook is a point of competitive differentiation
Engaging and brand-enhancing; takes risk
Predictable, few innovation leaps
Limited innovation, experimentation and engagement
Nascent Facebook footprint, not committing appropriate
resources
Categorizing Results
40. Size vs. Engagement:
Success on Facebook is no longer limited to the size of a
brand’s fan base
Facebook is Social Media:
Two-way communication is essential to maximize marketing
activation
Endgame = Commerce:
Facebook sales are the next, next thing in prestige
Facebook IQ® = Shareholder Value
Success/Failure in the prestige industry will largely be
determined by aptitude on the world’s fastest growing
marketing platform
Conclusions
Editor's Notes
Want to make sure customer service is out of 5 not 3 right? Correct.
