DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account. Presented by David Sadigh, Co-founder of IC-Agency, a leading Luxury Digital Marketing firm based in Geneva. Date: 23.03.2010 Place: Campus of Ecole Hôtelière de Lausanne Online reputation - Virtual presence - Digital identity... ...are becoming critical in the modern business world. The drivers of this new field of management/marketing are consumer empowerment and user generated content, along with the exponential growth of social media. This includes social networking (ex. Facebook and LinkedIn), blogging, podcasts, forums, online press releases, etc. Today, customers have an increasing influence and voice on companies’ brands, products, services, etc. They use the internet to enhance social interaction through written, video, and audible communication, and companies appear passive in their control of the content generated. As a consequence, understanding how to leverage social media effectively is one of the greatest marketing challenges to address. Social media marketing seems then to be the new marketing channel that all modern companies are looking to in order to realise concrete value from social media from their customers and fans.

1. SECRETS OF LUXURY BRANDS CREATING COMPELLING
ONLINE CUSTOMER EXPERIENCE THROUGH EFFECTIVE
SOCIAL MEDIA STRATEGIES
Lausanne, March 23rd 2010
David Sadigh, Managing Partner
dsadigh@ic-agency.com

2. About IC-Agency:
• Luxury Digital Marketing firm
• Founded in Geneva in 2000
• Pioneer in Search & Social Media Strategies
• Behind several online success stories
• Clients include > 15 international luxury and premium brands
Copyright IC-Agency 2010

3. Luxury brand “offline”
• Unique emotions are conveyed, thanks to…
• … the sale of the best products
• … in the nicest places
• … by the best people
• … with the highest level of service!
EXCLUSIVITY
STATUTS
Copyright IC-Agency 2010

4. 5 key dimensions of Luxury:
1. Emotions
2. Social experience
3. Product
4. Service
5. Security
Copyright IC-Agency 2010

5. 1. Emotions
Offline: unique emotions are created, a Online: no real contact with the luxury
true experience is offered universe
Beautiful boutiques and a nice Physical location is chosen by the
atmosphere contribute to the luxury consumer
universe
Experience is almost nonexistent
Copyright IC-Agency 2010

6. 2. Social experience
Offline: a rewarding social experience Anonymous experience
Entering a Cartier boutique or carrying Takes place in an everyday routine
a Cartier handbag has social
significance
Convenience and speed rather than ego
and pride
Status and ego are key
Copyright IC-Agency 2010

7. 3. Product
Offline: the best products are sold Online: difficult to find the best
products (Grey market, counterfeits)
Secure feeling about their origin or
authenticity Difficult to assess quality and
authenticity of the products (eBay)
Physical contact is possible
Search engines are heavily used to get
information and compare products or
prices
Copyright IC-Agency 2010

8. 4. Service
Offline: high level of service Poor service quality
Personalized advice by skilled sales No real online advice (only a Q&A
people section)
Human contact Impersonal experience: transactional
more than emotional
Copyright IC-Agency 2010

9. 5. Security
Offline: a secure environment Online: uncertain environment that can
be perceived as unsecured
Warranties are provided
Warranty not a given
Product is taken directly (no delivery
needed): you know what you are Delivery… not a given either!
buying
What will the product really look like?
Copyright IC-Agency 2010

10. HOW SOCIAL MEDIA COULD BE USED IN SUCH A CONTEXT?
How to create emotions?
How to provide an high-end consumer service?
How to effectively present and sell the Product?
Copyright IC-Agency 2010

11. Basic but (very) important:
What are your goals?
Which target audience would you like to reach / engage with?
What is the specific online media consumption of yours?
Is really Social Networks important to them?
If so, which Social Networks? Why?
…
What are the existing best practices?
Copyright IC-Agency 2010

12. How to create emotions?
Copyright IC-Agency 2010

13. How to create emotions?
Copyright IC-Agency 2010

14. Copyright IC-Agency 2010

15. Louis Vuitton
Copyright IC-Agency 2010

16. Copyright IC-Agency 2010

17. Louis Vuitton
Copyright IC-Agency 2010

18. Rolex
Copyright IC-Agency 2010

19. Rolex
Copyright IC-Agency 2010

20. Copyright IC-Agency 2010

21. How to provide an high-end consumer service?
Copyright IC-Agency 2010

22. Could you help me?
Copyright IC-Agency 2009

23. Precise & quick answers needed
Copyright IC-Agency 2009

24. “Thank you”
Copyright IC-Agency 2009

25. Do you know this (stroller) brand?
Copyright IC-Agency 2009

26. Bugaboo
Copyright IC-Agency 2009

27. Copyright IC-Agency 2009

28. Copyright IC-Agency 2009

29. Bugaboo case:
Copyright IC-Agency 2009

30. Bugaboo case:
Copyright IC-Agency 2009

31. Bugaboo case:
Copyright IC-Agency 2009

32. Copyright IC-Agency 2009

33. Consumer Service online
Compelling luxury experience start with premium online customer
experience.
Teach the employees how to participate to the digital conversation
Make them answer within 24 hours
Make sure they don’t use smiley or familiar language
Keep one’s temper and remain polite on all counts
Etc.
Copyright IC-Agency 2010

34. Conclusion (in progress)
A Luxury Brand must provide clients with a unique customer experience.
Clients are more and more willing to interact with brands online
•Start by listening the conversation
•Provide help to consumers – make them feel happy
•Spot your brand ambassadors – help them
•Federate the aficionados – you don’t need to create a new community
•Test and mesure – it is digital marketing after all.
Copyright IC-Agency 2010

35. Thank you
David Sadigh, Managing Partner dsadigh@ic-agency.com
IC-Agency: Luxury Digital Marketing www.ic-agency.com
Twitter: www.twitter.com/ICAgency
Copyright IC-Agency 2010

36. Some tools to monitor your brand online:
Generic Consumer Generated Content Search Engines
Google BlogSearch: blogsearch.google.com
Technorati: www.technorati.com
Blogpulse: www.blogpulse.com
Ice Rocket: www.icerocket.com
Google Alerts: www.google.com/alerts
Backtype: www.backtype.com (Comments search)
Generic Forums Search
Google Groups: groups.google.com
BoardTracker: www.boardtracker.com
BoardReader: www.boardreader.com
Generic Video Search
Youtube: www.youtube.com
Google Video: video.google.com
Blinkx: www.blinkx.com
Truveo: www.truveo.com
Brands need to be supported by easy-to-use monitoring toolbox
Copyright IC-Agency 2009