Looking Beyond Facebook and Twitter Exploring 7 Other Social Media Platforms

January 2012

www.digital-luxury.com

Facebook and Twitter

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Have traditionally dominated the

social media arena

They have changed the way brands

communicate with their customers

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Luxury brands are now turning to more innovative options to engage with their customers

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So which platforms are they using?

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1

• Attractive and easy for luxury brands to connect

• Micro-blogging platform with 15 billion monthly page views and 120 million monthly unique visitors

• Easily share any type of media

• Hosts over 28 million blogs

• Ability to follow and re-blog posts

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2

• Location-based mobile platform

• Users can ‘check’ in and share their location with friends, earn points and virtual badges

• Can be used as a city guide

• Foursquare allows brand and retailers of all sizes to connect the offline with the online….

• It’s THE digital marketing answer for brick and mortar businesses

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SINA WEIBO

3

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• Luxury brands are expanding from western social media now focusing on sites that cater to specific regions, especially in China

• Chinese micro-blogging site- mix between Facebook and Twitter.

• Strong social media force with over 250 million users

• Weibo already has over 60,000 accounts verified by celebrities and luxury brands such as: Burberry, Piaget, Longines, Louis Vuitton and many more…

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Source: http://luxurysociety.com/articles/2011/11/the-worlds-next-e-commerce-superpower

SINA WEIBO

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SINA WEIBO

4

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• A mobile platform and iPhone application

• Designed for easy photo sharing

• Very quickly gained a fashionable following with its artsy and retro photography filters

• Around 10 million registered users and over 150 million uploaded photos

15

5

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• Launched in Summer 2011

• Currently has over 90 million users with an expected growth to more than 400 million users by the end of 2012

• Easily compatible with YouTube, Picasa pictures and Gmail accounts

• Users can create ‚Circles‛ of friends, grouping them into categories of their choice

• Luxury brands already on Google+ include: Hermès, Hublot, Audemars Piguet, and Van Cleef & Arpels

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6

• Virtual pin board or ‚mood board‛ for collecting inspiration by topic

• Has rapidly gained popularity from 1.2 million users in August 2011 to over 4 million today

• Users are able to collect and organize images, links, and videos into groups for sharing and following

• Most commonly used for home décor, fashion, wedding planning, and recipes

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7

• Global community of trendsetters with a virtual styling tool

• Create digital collages of clothing, jewelry, and accessories that can be shared easily

• With over 7 million unique monthly visitors, it’s the web’s largest community of tastemakers

• Brands like Bergdorf Goodman and Prabal Gurung use Polyvore to attract fans by offering special promotions and branded products

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The social media landscape is evolving, but this is just the

beginning…

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Closely tracking 500+ global

luxury brands in the leading social media platforms

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© Digital Luxury Group, DLG SA, 2011

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