1. PRACTICAL SOCIAL MEDIA & PREMIUM BRANDS
SESSION
FEBRUARY
2013

2. KEY FACTS
AND USEFUL
TOOLS TO
HELP
YOU
THINK
THE
SOCIAL
STRATEGY
OF
A
PREMIUM
BRAND

3. KEY FACTS:
SOCIAL
MEDIA IS
MORE THAN A
MEDIA

4. IT IS ALL KINDS OF DIGITAL OBJECTS ALLOWING INTERACTIONS AND COMMUNITIES
SOCIAL
PLATFORM
GAMING
CONTENT
EDITION
DISCUSSION
TRADE

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 VISITOR
Forrester
–
Social
Media
AdopFon
2011
Q3

6. WHICH GIVE BIRTH TO DIFFERENT LADDER

7. GENERATING DIFFERENT TYPES OF RULES TO FOLLOW – TO GET ACCEPTANCE
1
CONVERSATION
2
SHARING
3
PARTICIPATION
4
COLLABORATION
5
SOCIAL
IDEAS

8. BRAND
1.
CONVERSING
BETWEEN
PEOPLE.
CONVERSATIONAL
BRAND

9. 1.
A
CONVERSATION
OFFERING
UTILITY

10. 2.
THE ART OF
SHARING:
GENERATING A
SOCIAL CURRENCY
AND CHANGING
PEOPLE INTO
MEDIA

11. 3.
MAKE PEOPLE
PARTICIPATE AND
BECOME A
CULTURAL BRAND

12. 4.
ALLOW
COLLABORATION,
CO-CREATION, CO-
OWNERSHIP

13. 5.
KEEP ROOTED IN
THE NOW

14. KEY PROBLEM:
AN
INCOMPATIBILITY
WITH
PREMIUMNESS ?

15. IS THERE A WAR
TAKING PLACE
BETWEEN
PREMIUM
BRANDS &
SOCIAL MEDIA ?

16. THE
CURRENT
CULTURAL
CHOC:
THE
IMPOSSIBLE
MARRIAGE
BETWEEN
A
USER
CENTRIC
CULTURE
AND
A
BRAND
FOCUSED
POINT
OF
VIEW.

17. SOME
SAY
THAT
SOCIAL
MEDIA
COULD
KILL
PREMIUM
AND
LUXURY
BRANDS,
BY
DESTROYING
OUR
COMMON
REFERENCES,
PROVIDED
BY
MASS
MEDIA

18. THIS
CULTURAL
CHOC
ENABLES
SOME
KEY
PARADOXES
–
TO
BE
CONSIDERED
AS
CHALLENGES
FOR
PREMIUM
BRANDS
ON
SOCIAL
PLATFORMS.

19. KEY
PARADOXES
1. 5.
TIME CONTRARIETY &
DIFFERENCE CONVERSATION
2. 4.
TARGET AND 3. INNOVATION
BRAND ROLE MEDIA DICTATURE
DIFFERENCE CULTURE
DIFFERENCE

20. 1.
TIME
DISAGREEMENT

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. ON
THE
CONTRARY,
FOR
LUXURY
GOODS
&
BRANDS,
TIME
IS
MADE
FOR
LEGACY
AND
IS
CONSQUENTLY
SLOW,
AS
REQUIRED
BY
CRAFTSMANSHIP.

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. RECONCILIATION:
BUILDING A
VIVID
EXPERIENCE, A
PRECIOUS
MOMENT, A
SERVICE MADE
TO MEASURE

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. 2.
TARGET AND
BRAND ROLE
DIFFERENCE

27. THERE
IS
A
POSSIBLE
«
AGE
GAP
»,
AS
THE
TEENAGERS
/
YOUNG
ADULTS
ARE
MASSIVELY
INVESTING
SOME
SOCIAL
PLATFORMS
LIKE
TWITTER.

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. ON
THE
CONTRARY,
LUXURY
BRANDS
ARE
OFTEN
TAKEN
AS
A
QUALIFYING
TOKEN
–
CONSUMING
THE
BRAND
IMAGE.

30. RECONCILIATION:
A TASTE FOR
MODESTY AND A
RESPECT FOR THE
IDEA OF
COMMUNITY.

31. THE
MAIN
ACCOUNT
OF
MOET
&
CHANDON
IS
PROTECTED,
IN
ORDER
TO
PROTECT
CONFIDENTIALITY
BUT
ALSO
TO
CREATE
A
DESIRE
FOR
THE
MYSTERY.

32. MERCEDES
HAS
CREATED
SOME
PLATFORMS
DEDICATED
TO
SELECTED
AND
INVITED
AUDIENCES
IN
ORDER
TO
INTERACT
WITH
THEM
(WITH
A
REWARD
DYNAMIC).

33. 3.
MEDIA
CULTURE
DIFFERENCE

34. FOR
WIRED
«
THE
WEB
IS
DEAD
»
-­‐
BUT
VIDEO
IS
ABOUT
TO
TAKE
THE
LEAD
AS
THE
NEW
«
PREFERED
TYPE
OF
CONTENT
»

35. WHEN
LUXURY
AND
PREMIUM
BRANDS
FEEL
MORE
COMFORTABLE
ON
A
PHOTOGRAPH…

36. RECONCILIATION
MASTER NEW
SUPPORTS AND
BECOME A
BROADCASTER

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. 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. …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. 4.
INNOVATION
DICTATURE

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. …WHEN
LUXURY
IS
SUPPOSED
TO
BE
TIMELESS

43. RECONCILIATION
CHERISH
CREATIVE
DISRUPTION AND
THE « FIRST
TIMES »

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. …BUT
AVOIDING
UNACCURATE
INNOVATIONS
OR
TERRITORIES

46. 5.
CONTRARIETY &
CONVERSATION

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. IN
2012
THE
#trendingtopic
OF
LAGERFELD
AND
ADELE
FIGHT
HAVE
FILLED
THE
SOCIAL
PLATFORMS,
ENDING
WITH
THE
APOLOGIES
OF
THE
CREATOR.

49. BUT
THE
HABIT
OF
(PREMIUM)
BRANDS
KEEPS
ON
PROPOSING
A
«
TOP
DOWN
»
COMMUNICATION
FROM
A
«
MAJECTIC
»
BRAND.

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. RECONCILIATION
FREEDOM,
UTILITY AND
DREAM

52. LETTING
SOME
SPACE
FOR
INTERACTION
ALLOWS
TO
INTERACT
WITH
THE
BRAND
AUDIENCE,
EVEN
THE
NEGATIVE
ONES.

53. “WE
ARE
NOT
JOYALS
CREATORS,
BUT
STORY
TELLERS.”
Stanislas
de
Quercize
–
Van
Cleef
&
Arpels

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. ALLOWING
UTILITY
PROVIDING
SERVICES
–
WITH
TUTORIALS
FOR
EXAMPLE.
HERE
G.H.MUMM
AND
ITS
CHAMPAGNE
PROTOCOLES.

56. Conclusion

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. YOUR WORK

59. THE ECOSYSTEM
OF STARBUCK’S
COFFEE
ON SOCIAL
PLATFORMS
10 MN

61. 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

62. 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

63. THE IDEAL ROLE
OF MAIN SOCIAL
PLATFORMS
10 MN

65. 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?

66. 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.
YouTube's
demographic
is
broad
too:
18-­‐54
years
-­‐
Inform
about
a
product
old.
-­‐
Share
some
Zps
/
tutorials
Music
is
the
most
popular
category

67. THANK YOU