presentation fashion industry & social media

Engaging Consumers with Brands

Luxury Brands in Social Media.

How Fashion Industry Uses the Web to Connect with Consumers.

Consumers Engagement Marketing


BuzzFactory, a Vanksen Partner


3

BuzzParadise | Buzz Platform & PR 2.0 Vanksen/Culture-Buzz | Buzz Agency

With more than 2100 published articles, 165,000 viewed pages/months, Culture-buzz.com’s blog has become the biggest French portal dedicated to WOM.

Website | http://www.culture-buzz.com

BuzzParadise® is an international platform connecting brands and our community of 8000 influential bloggers in 20 countries.

Website | http://www.BuzzParadise.com

LegitiName | Buzz Monitoring

Website | http://www.legitiname.com

LegitiName manage and protect brands online.We help major organizations to protect, manage, promote and monitor their brand name & reputation online, resulting in revenue increase and long-term brand awareness.

01 Agencies

http://www.legitiname.com/


02 Network


I. Introducing the new consumers

II. Example of Social Media campaign: CHANEL

III. Benchmark: Luxury Brands’ online activities


Introducing the new consumers


Traditional advertising

channels loose more and more

efficiency!Why is that?

Engaging Consumers with Brands8

Too much advertising = Urban Spam(Decrease the efficiency of the marketing message)

01 Contextual Evolution

How to communicate with consumers 2.0?



Too much choice = low affinity(Decrease the consumers’ loyalty)




TV, cable, cinema, Internet, radio, web TV, video games, mobile phones,

Podcasts, Iphone, Multi Media players…

Too much channels available = Fragmentation(high segmentation of the markets)




Fast technologies = Information travels faster(Consumers are more inter-connected)

WAP

Modem 56kNetbooks

3G

Android

Wifi



Word of mouth is highly credible

Sou

rce:

Ede

lman

, Tru

st B

arom

eter

Recommendations from friends/family

Ads on mobile phones

Web banner ads

Search engine ads

Branded Web sites

Ads in magazines

Ads on radio

Ads on TV

Ads in newspapers

Requested email updates

Consumer opinions posted online

0% 20% 40% 60% 80% 100%


Online recommendations = 2nd most trusted source of information




Web 1.0 Web 2.0Traditional Channel

1950 – 1990: Media channels are few and attract the majority of consumers. Consumers’ trust for marketing messages is high. This is the time of real « mass communication » (one to many)

1995 – 2003: Appearance of new media channels. Consumers’ trust for media is fading. They want to make an opinion for themselves by looking for additional information online.

2003 - … : Technologies are evoluting fast. Consumers trust more other consumers’ opinions than media. The communication become C to C orientated. Marketing campaign are more targeted (one to few)


Fundamental shift of the way information is spread


Internet Penetration rate by Market (all adults)

June

200

8Ju

ne 2

009

Norway

86%

India 7,1

%So

uth A

frica

9,4%

Ecuad

or 12

,3%

Philippines

21,5

%

China 22,5

%

Mex

ico 24

,9%

Peru

26,2%

Russia 2

7%Roman

ia 33

,4%

Brazil

34,4%

Turke

y 35%

Colombia 38

,8%

Portu

gal 3

9,8%

Italy

48,8%

Czech

Rep. 4

8,8%

Polan

d 52%

Hungary

52,5%

Lithuan

ia 59

%

Latvi

a 59%

Mala

ysia

62,8%

France

65,7%

German

y 67%

Belgium 67

,3%

Singa

pore 67

,4%Hong K

ong 69,5

%

Austria

68,3%

Spain

70,5%

UK 70,9%

Canad

a 72,3

%US 7

4,7%

Japan

73,8%

Kore

a 76,1

%

Denmar

k 80,4

%

Australi

a 80,6

%

Swed

en 80

,7%

0

100

%O

nlin

e (

all

ad

ults

)

Nether

lands 8

2,9%

Finlan

d 83%

Norway

86%



1,6 billion people on earth have access to the Internet


Sou

rce

: M

iniw

att

s M

ark

etin

g G

rou

p M

arc

h 2

00

9

45 millions Internet users in Russia

08 Contextual Market Approach



6.6 Hours of use / month / individual

Average

09 Contextual Market Approach


Unique Visitors Total visitors Average Time spent Daily (estimated cookies) Page viewed / month visit / visitor / visit Traffic

38 M. 27 B. 730 M. 28 28’:20” 7 M.

31 M. 6,4 B. 440 M. 21 18’:20” 6 M.

S

ourc

e:

Co

mS

core

De

c. 2

00

9 +

Est

imat

ion

Go

og

le A

d P

lan

ne

r

Russians are world #1 Social Media users

1300 Pages viewed


Definition of Web 2.0:

Web 2.0 means that consumers have become…Media


100% of Internet users

Create and publish content(comments, articles, pictures, videos…)

Diffuse through Social Media

(Forums, platforms, portals…)

Consumers have become media:

Spread of information

Consumers 2.0: a new reality

http://www.best-review.info/uploads/1225564035_vkontakte-logo.jpg


Bloggers are speaking about brands

Kryptonite’s case

Sou

rce :

Talk

Tra

ck,

Kell

er

Fay

Gro

up

, 2

00

6

Rumors, Opinions, Recommendations, Questions, Deceptions…


Recommendations and critics

http://www.youtube.com/watch?v=CvVp7b5gzqU



Influence buying decisions

Only a minority of blogs get the majority of traffic


Example of Social Media campaign: CHANEL


Interactive Videos

RSS, Podcasts& video-

casts

Desktop& onlinewidgets

Buzz Monitoring

Blog marketing & PR 2.0

Ambiant Media,

Street& Guerilla

MarketingViral

UserGeneratedContent

Blogs& Micro-blogging(Twitter,..)Social

Networks(Facebook,Myspace…)

Marketing 2.0

01 Marketing 2.0 tools and technologies

Example of social media campaign: Chanel

What should be your very first

step?


Conversations =

Participants + Subjects + Locations + Activities + Polarity + Intensity + Frequency

02 First step: Monitoring conversation about

your brand



03 Monitoring conversations


Social Media Graph

Where to start?


04 Monitoring conversations: google


Google is the #1 search engine in the world


Chanel iPhone Application

One of the first fashion “App” on iPhone available since July 2008.

The user automatically receive news from the brand as he’s connected to the RSS feed of Chanel Blog

Latest collections presentations, photos of the shows, videos ...

Instant geolocalization of the Chanel stores around the World.

A whole branded theme for the iPhone.

Chanel News from the blog

06 Chanel Social Media activities





Chanel Online Videos


Chanel Virtual Gifts

The idea : Send your friends virtual Chanel branded presents.

Chanel Gift Application : 23 689 regular and active users.

Wall: Alerts on the user profile, on your friends wall to tell everybody you offered a Chanel Gift

Notifications : Alerts for your friends birthday to remind you to offer them a « Chanel gift »

Many brands are currently using this application : Dior, Gucci, Burberry,

Tiffany, Louis Vuitton …




Create brand awareness for Coco mademoiselle’s perfume.

Generate online visibility and recommendations.

Diffuse information about the product and the brand.

Create consumers interaction and engagement.

Target Markets:

USA, England, France, Japan & China

Launch of Chanel’s perfume: Coco Mademoiselle


The objectives

What web 2.0 tools shall we use to reach our consumers ?


Street marketing campaign simultaneously in 5 countries. Interactive storefront and mobile projectors.

Create a dedicated Web site.

Create a virtual visit of the Coco Chanel’s apartment. The video is shot with a steady-cam and broadcasted full screen on Coco Mademoiselle Website in 17 languages.

Blog marketing event for 15 very influent international bloggers. They were invited to Paris during a week end (visit of coco’s apartment, diner at the Ritz…)

Perfume seeding to 200 bloggers.



The Solution:


Step 1: Street marketing actions simultaneously in NY, London, Paris, Tokyo & HK

Interactive Shopping Windows. The shopping windows of each leading Chanel stores in Paris, HK, London, NY & Tokyo were transformed into giant interactive screens, responding to people’s movements passing by in the street, generating surprise, attention, engagement & buzz.




Guerilla projections Teams of stylish men were sent to trendy neighborhoods of NY, HK, London, Paris & Tokyo to broadcast famous Coco Chanel quotes on the cities' walls. This was done using portable projectors, creating astonishment & buzz.





Step 2: launch of the official website with a video visit of Coco’s mansion (using 35mm & steady cam)



http://www.coco-mademoiselle.com/


Step 3: Activation via a Worldwide blogger outreach campaign

Bloggers PR 2.0:15 bloggers top bloggers were invited to Paris for a 2 day “super-exclusive” initiation journey within the Chanel brand. All became amazing brand ambassadors, sharing with their audience numerous photos, facts & discoveries they made during this week end.

The campaign was internationally acclaimed by renowned media



http://www.nytimes.com/2007/09/10/business/media/10adnewsletter1.html?_r=1&pagewanted=1


Step 4: Perfume’s seeding to 200 bloggers worldwide

Bloggers’ seeding:More than 200 of the most influential international fashion & luxury blogs were contacted (Europe, USA, Asia) & invited to receive the fragrance in an exclusive package. We used the BuzzParadise.com blogger community. Each blogger was contacted in her own language & feedback was monitored in all relevant languages.

Results: 100% of them wrote one or several posts about the brand and the perfume. More than several brand impressions were generated.



Buzz Paradise

Engaging Consumers with Brands37

Benchmark: Luxury brands’ online activities


455 000 fans on their official page.

The brand keeps its consumers engaged by continually updating the page, and introducing new content such as photos and videos.

Each update receives over 200 interactions in a “I likes” and “comment” form.

Not only does the Facebook Fan Page build consumers’ desire for Gucci products, but it also invited the community to generate free feedback, publish images, and share Gucci content on Facebook with their friends.

01 GUCCI

Benchmark: luxury brands’ online activities

Gucci’s Facebook Fan Page


An application for both the Apple IPhone and Itouch Ipod.

Mix fashion, music and technology for the ultimate Gucci lover.

Functionality : – Gucci music channel : exclusive music

selection– Gucci Beats : which enables users to

mix their own music – Gucci Little Black Book : collected

information on Gucci’s favourites hotels, restaurants, bars and clubs in more than 20 cities worldwide.

Gucci’s iPhone App

01 GUCCI



Bespoke design « welcome Tab »

• A fully personalised tab

• 13 Videos are broadcasted (making of Madonna’s shooting, TV spots ...)

• Flash animation on this tab : you can switch from one video to another directly on the tab (doesn’t link out automatically).

• 11 Photo albums with a “Share on Facebook” functionality.

Louis Vuitton’s Fan Page

02 LOUIS VUITTON



Live Fashion show on Facebook

• Highlighted the appeal of his new accessory.• The 1st ever live video event on Facebook

Figures

• 6500 positive feedback over 3 days (comments and “I like” functionality).

• The Art of travel by Louis Vuitton increased from 640 000 fans before to 758 961 now.

• 30 000 fans have followed the event.• One of the first Facebook Fan Pages in terms

of audience in the Luxury category.• A huge amount of PR coverage

Louis Vuitton’s Fan Page

02 LOUIS VUITTON



The idea : Another social media tools to broadcast news about the brand and to connect with fans.

Figures• On Twitter since May the 15th 2009• 1 tweet / day on average• 51 206 followers

Louis Vuitton’s Twitter Page

02 LOUIS VUITTON


http://twitter.com/LouisVuitton_US/


698 888 fans on their official page.

Always post updates or photo albums if a celebrity is using one of their product.

Fully customized Tab “Autumn Winter 2010 Collection”

• Collections presentations through videos / photos

• Behind the scenes videos : backstage report

• Photos Albums of the 2010 spring / summer show.

Burberry’s Fan Page

03 BURBERRY


http://www.facebook.com/burberry?ref=ts




The brand has recently launched an innovative social network : www.artofthetrench.com

A social network/site where consumers have to post photos of themselves wearing a Burberry Trench

Even if they may not be regular clients of the brand, people want to engage with the brand universe.

Very powerful word-of-mouth for the brand.

Burberry’s Social Network

03 BURBERRY


http://artofthetrench.com/

http://artofthetrench.com/


MSN Chat : A love compatibility test to do on MSN chat with your boyfriend / or friends just for fun for the 2008 Valentine’s day.

You could send a personalised declaration to your significant other directly on MSN

Website : Games for the users around the Love theme. Creation of a real community on this website.

An original way to promote the Amor Amor perfume.

Cacharel My Amor

04 CACHAREL



About 72 000 fans on their official Page.

Almost daily updates with each time between 120 and 180 feedbacks from fans.

Explore tab : customized tab dedicated to the Dior beauty secret of famous stars. It links out to the website.

Join tab : Links out to the Diva Dior website which offers web user to become a Diva Dior to benefit from exclusive content, rewards when you shop Dior.

Dior’s Fan Page

05 DIOR


http://www.facebook.com/search/?init=srp&sfxp=&q=dior%23/Dior?ref=search&sid=565938176.2389190815..1




http://beauty.dior.com/diorcom/file/lvmhdownloadable/pj/diordiva_rewards_eng41480.pdf




Concept : The story of a young girl visiting Paris and its « glamour » atmosphere

« Humanization » effect for the brand with the creation of a dedicated blog: Miss Dior

Miss Dior’s Blog

05 DIOR



Around 10 millions viewed pages

1 M visitors on the site in 6 months

Dior’s “Lady Noir Affair” video

05 DIOR


http://www.dailymotion.com/video/x9ed7z_lady-dior_creation


A digital & 2.0 campaign to generate buzz on an international level

Jean Paul Gaultier, asked Vanksen to conceive & deploy an international digital strategy to generate buzz around their special edition of “Ma Dame” perfume & their collaboration with the famous electro-pop

artist Martin Solveig.

06 JEAN PAUL GAULTIER



This teaser video shows the subjective vision of a mysterious artist arriving to Jean Paul Gaultier “Maison de couture” to collaborate with around a special edition of Ma Dame perfume. People were invited to participate in a sweepstake by guessing the identity of this artist… This teaser was display on the site and via on widget on more than 200 blogs in 6 countries via BuzzParadise viral video seeding platform.

Step 1 : Production of a b&w movie teaser using “stop motion”



http://snurl.com/knwge









Launch via the seeding of a video widget to 200 blogsExpand Video widget

BuzzParadise spreads the widget to a selection of 200

influential bloggers

Bloggers display the widget

Videos are viewed by their audiences & republished

by other bloggers



http://www.buzzparadise.com/


Step 2: Creation of a website with 3D flash Interface

The video clip made by Martin Solveig



http://www.ma-dame.com/


In addition of the video player, the website offers

information about the flagrance, an interactive

wallpaper generator, a vip area (for CRM),…

Step 2: Creation of a website with 3D flash Interface



http://www.ma-dame.com/


Conclusions


With predicted 52 millions web users by the end of 2010, Russia will be starting 2011 the biggest online market in Europe.

In 2012, their should be more people connecting to Internet through mobile devise than through computers.

Social Media has become the first activity on Internet, so people will be even more inter-connected than they already are. (boom of applications, social gaming & sharing platforms)

Thanks to new technologies, Internet will offer always more opportunities to know consumers and to interact with them. (one to one communication).

Fashion industry is very active on social media as it offers real opportunities to engage consumers with brands and allows personalized brand experiences.

ConclusionHow Luxury Brands connect with their consumers


Consumers Engagement MarketingFor any question, please contact me:

Thierry Cellerin

E.: [email protected]

M.: +7 985 44 22 544

W.: www.buzzfactory.ru

C.: www.vanksen.com

B.: http://buzz-factory.livejournal.com/

Twitter: @buzzfactory_ru

mailto:[email protected]

mailto:[email protected]

http://www.buzzfactory.ru/

http://www.culture-buzz.com/

http://www.culture-buzz.com/

http://buzz-factory.livejournal.com/

presentation fashion industry & social media

Business

social media

social media

coco mademoiselle

chanels perfume

generate buzz

fashion industry

msn chat

special edition