02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624
•
1 like•565 views
02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (17)
Similar to 02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624
Similar to 02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624 (20)
More from V i P Consulting Group - Brand Building, Exclusive Luxury Branding Strategy Lectures, Branding Events, Charity Branding
More from V i P Consulting Group - Brand Building, Exclusive Luxury Branding Strategy Lectures, Branding Events, Charity Branding (7)
02 Brand Consultancy The Facebook Marketing For Luxury Brands Emily Yt Chen090624
- 1. Sign Up It’s free and anyone can join Topic: I am: Title: Date: The Facebook Marketing for Luxury Brands: Case Studies:Louis Vuitton, Gucci & Burberry Emily YutingChen/NTU GMBA, HEC Paris Intl Brand Consultant June 30th, 2010 Sign Up Create a page for celebrity, brand or business
- 2. Outline
- 3. Study of Purpose I
- 4. Study of Purpose II Luxury Case Studies: Different Country of Origin Louis Vuitton (France) Gucci (Italy) Burberry (UK) Why FB? Newsfeed Technology Patented Top 1:User past-time spent 7 hours Market Share: Social Media 44% Market share of Visit > Google
- 5. Empirical Studies I – Brand Offline 3 case studies: Louis Vuitton(France), Gucci(Italy), Burberry(UK) History of 3 case studies Brand Characteristics : Potato, Product Pyramid, Luxury Strategy
- 6. Empirical Studies II – Brand Online Facebook Marketing Search Application & Features Content: Informational Functionality, Externality Interactivity
- 7. indings
- 8. Introduction- Findings Facebook Marketing for Luxury brands in 4 dimensions: IMC: Alignment of Online+ Offline-Brand, IMC Tools, Experiences CRM: Network effect- Potential new customers. Consistent & Constant Tailored-made Communication to existing customers for Dream Re-fill. WOM: Lock-in effect with virtual FB friends in FB community. Brand awareness. Consumer Behavior: AIDMA to AISAS- Search Share B2C: Info, Posts, Application C2B: Actions-Comments, Likes, Share, RSVP, Application C2C: WOM, Share