At the 2011 Luxury Interactive London conference, Pablo Mauron, Search & Display Business Unit Manager at Digital Luxury Group (DLG), outlined the importance of linking Social Media and SEO strategies and shared DLG's return on experience after 3 years of SEO projets and 2 years of Social Media for TAG Heuer.

1. When Social Media meets SEO
The TAG Heuer case
Frédéric Layani, International CRM/Internet Manager
Pablo Mauron, Search & Display Business Unit Manager
24th of May 2011, Luxury Interactive London 201

2. About Digital Luxury Group
• Created in 2011 (formerly IC-­‐‑Agency)
• More than 10 years of experience in the creation and implementation
of digital strategies for premium and luxury brands.
• First international company solely dedicated to the success of luxury
brands online
• Headquartered in Geneva, SwiUerland
• Affiliates in Asia (Shanghai) and the USA (New York)
© Digital Luxury Group, DLG SA, 2011
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3. About TAG Heuer (a brand of LVMH)
• 1 corporate website, 15 satellite websites, strong presence
on major social media platforms.
• > 1’500’000 visits/month on TAG Heuer websites
( +17% yearly increase)
• > 200’000 fans on Facebook acquired in two years
(~140’000 fans generated last year – Apr10 to Apr 11)
TAG Heuer has been awarded first place in the
“Watches” category of the "ʺDigital IQ Index” for two
consecutive years.
© Digital Luxury Group, DLG SA, 2011
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4. Objectives of this presentation
• Share the return on experience acquired during
3 years of SEO projects and more than 2 years
of Social Media for TAG Heuer.
• Present some key findings regarding the
existing link between SEO and Social Media.
• Provide strategic insights and actionable
recommendations to develop your Social
Media audience while reaching your digital
goals.
© Digital Luxury Group, DLG SA, 2011
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5. Some social media opportunities
Word-­‐‑of-­‐‑mouth
The Apollo Project 2011
ROI generated in 1 week:
• 10,000 fans
• 3,000 Facebook signals
• 35,000 articles indexed in Google
Source: Screenshots from the “Apollo Project” webcast – DLG, Mar 2011
© Digital Luxury Group, DLG SA, 2011
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6. Some Social Media opportunities
PPC Advertising
Facebook Campaigns
Targeting
CTR
ATR
Men
0.04%
53%
35-­‐‑50 years
Mentioning TAG Heuer
Friend with existing fans
Men
0.05%
41%
35-­‐‑50 years
Friend with existing fans
Men
0.05%
35%
25-­‐‑60 years
Source: Benchmark of Facebook targeting parameters – DLG, Jan 2010
© Digital Luxury Group, DLG SA, 2011
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7. Do we know our fans?
Who visits www.tagheuer.com?
How many fans are part of the
CRM database?
Which models do
they own?
What are their
emails?
Who receives the newsleper?
© Digital Luxury Group, DLG SA, 2011
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8. How to break silos?
tagheuer.com
(~1.5M unique visitors / month)
~1,500,000 exact match queries
submiped to Google every
month for “tag heuer”
Facebook.com/TAGHeuer
© Digital Luxury Group, DLG SA, 2011
(~200K fans)
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9. Technical Insights
Impact of Social Media on search engines
© Digital Luxury Group, DLG SA, 2011
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10. Technical Insights about Social Signals
Google and Bing confirmed the consideration
of social signals in their search algorithm in
Jan 2011(1) (2)
Page Shared
Comments/Likes
Tweets
(1) hpp://www.seomoz.org/blog/facebook-­‐‑twipers-­‐‑influence-­‐‑google-­‐‑search-­‐‑rankings
(2) hpp://searchengineland.com/what-­‐‑social-­‐‑signals-­‐‑do-­‐‑google-­‐‑bing-­‐‑really-­‐‑count-­‐‑55389
© Digital Luxury Group, DLG SA, 2011
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11. Leveraging Social Media for SEO (and the opposite)
A few tips for a hands on approach:
© Digital Luxury Group, DLG SA, 2011
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12. Facebook as an acquisition channel
There is no reason for Facebook not to be your
top referring site (except if you don’t use it)
© Digital Luxury Group, DLG SA, 2011
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13. Facebook as an acquisition channel
About Facebook.com
• 63% of reach on the global tagheuer.com audience *
• A global post on TAG Heuer’s wall generates ~130K imp.*
F a c e b o o k c u m u l a t e s t h e
biggest reach on the web, and
an affinity close to 100% if we
focus on the fan base.
* Source: Google AdPlanner and Facebook Insights – DLG, May 2011
© Digital Luxury Group, DLG SA, 2011
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14. Facebook as an acquisition channel
• Since mid-­‐‑2010, Facebook is the external site
bringing the most visits to tagheuer.com
• Facebook.com is the ONLY website to be listed in
the Top 10 referring sites in all Western Europe
countries and USA
• Visits driven by Facebook on tagheuer.com are
qualified:
– ~4 pages/visits
– Avg. Time on Site > 3 minutes
– 65 % of new visitors
© Digital Luxury Group, DLG SA, 2011
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15. Tagheuer.com is a fan maker
With > 1,500,000 unique visitors a month, TAG Heuer online
ecosystem represents a great opportunity to acquire fans
© Digital Luxury Group, DLG SA, 2011
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16. Tagheuer.com is a fan maker
• Integrate Facebook (or Twiper) on sections where it
brings added-­‐‑value
• Leverage on the community’s area of interest
© Digital Luxury Group, DLG SA, 2011
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17. Tagheuer.com is a fan maker
Deciphering your fans’ areas of interest will help to integrate
Facebook to appropriate sections:
Peak of interactions observed for posts related to TAG Heuer
products or ambassadors.
Source: Facebook Insights – DLG, Dec 2010
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18. Increase your “FaceRank”
~1,500,000 monthly queries for “tag heuer”
cannot be ignored
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19. Increase your “FaceRank”
• By nature, Facebook benefits a strong authority towards
search engines.
• Basic optimizations can help to give more visibility to
your fan page (and twiper page) in Google.
© Digital Luxury Group, DLG SA, 2011
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20. Increase your “FaceRank” for SEO
The custom tab provides Google with a page with a source code
containing unique content with text, links and image…
As seen by the user:
As seen by Google robots:
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21. Increase your “FaceRank” for SEO
A few dos…
… and some don’ts
© Digital Luxury Group, DLG SA, 2011
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22. SEO for brand protection
First page results are key for replica sites and/or grey market
retailers willing to “hijack” the traffic related to your brand
TAG Heuer Facebook page
ranks directly after official
TAG Heuer sites contributing
to secure the first page results
© Digital Luxury Group, DLG SA, 2011
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23. Assessment / Monitoring – Some KPIs to watch
QUALITY VS. QUANTITY
Source : World Watch Report 2011 – www.worldwatchreport.com -­‐‑ DLG May 2011
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24. Key findings
• The range of Facebook purposes, and its
impact on brands, will keep growing
(F-­‐‑commerce, integration in search
results).
• The digital strategy should not be
organized in silos. It must capitalize on
each platform strengths.
• Building a Facebook community should
not be a goal itself, it is “just” a means
serving your global digital objectives.
© Digital Luxury Group, DLG SA, 2011
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25. Numbers speaking louder than words…
Monthly queries for ”TAG Heuer” in Google = ~400,000
Avg. CTR observed for 5th position in Google = ~5%
If the Facebook page ranks in Google in 5th position for
the ”TAG Heuer” query:
400,000 * 5% * 12 month = 240,000 potential visits over a year
Considering a theoretical PPC of €0.5 when advertising on Facebook:
240,000 * 0.5€ = € 120,000 of potential traffic value
© Digital Luxury Group, DLG SA, 2011
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26.
Pablo Mauron
Search & Display Business Unit Manager
Digital Luxury Group, DLG SA
7, avenue Krieg
1208 -­‐‑ Genève
Tel: +41 22 702 07 61
Fax: +41 22 702 07 69
E-­‐‑mail: pmauron@digital-­‐‑luxury.com
Web: www.digital-­‐‑luxury.com
© Digital Luxury Group, DLG SA, 2011
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