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Luxury	
  Brands	
  in	
  Social	
  Media	
  	
  
How	
  to	
  maintain	
  the	
  allure	
  of	
  luxury	
  online	
  
	
  
By	
  Synthesio	
  
	
  
	
  
                                                                                                                                                                       	
  
                                                                                                                                                                       	
  
                                                                                                                                                                       	
  
	
  
	
  
	
  
	
  
	
  
                                                                                                                                                                       	
  
                                                                                                                                                                       	
  
                                                                                                                                          Summary	
  
                                                                                                                                          Introduction	
  .2	
  
                                                                                        Internet	
  users	
  want	
  more	
  from	
  luxury	
  brands	
  .3	
  
                                                                                              How	
  should	
  luxury	
  brands	
  behave	
  online?	
  .5	
  
                                                                                    Luxury	
  brands	
  are	
  able	
  to	
  remain	
  exclusive	
  online	
  .7	
  
                                                                                                                                               Conclusion	
  
	
  
	
  

Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                          1	
  
	
  
 


	
  
Introduction	
  
	
  

One	
  of	
  the	
  main	
  problems	
  for	
  luxury	
  brands	
  on	
  
social	
   media	
   has	
   been	
   the	
   classic	
   problem	
   of	
   who	
   they	
   are	
   addressing,	
   exactly.	
   For	
   luxury	
  
brands,	
  being	
  online	
  is	
  not	
  necessarily	
  an	
  effort	
  to	
  maintain	
  contact	
  with	
  their	
  customers.	
  
Rather,	
   it	
   is	
   a	
   manner	
   of	
   rendering	
   their	
   products	
   that	
   much	
   more	
   exclusive,	
   because	
  
millions	
   of	
   people	
   can	
   talk	
   about	
   them,	
   but	
   only	
   a	
   select	
   few	
   can	
   actually	
   buy	
   them.	
   The	
  
communities	
   that	
   a	
   brand	
   addresses	
   online,	
   then,	
   are	
   not	
   communities	
   composed	
   of	
   clients	
  
–	
  for	
  the	
  most	
  part	
  –	
  but	
  communities	
  of	
  brand	
  advocates.	
  	
  

	
  
	
                                               иск выход в соцмеди для люкс-брендов - потеря эксклюзивности.
                                                 х сообществ - не клиентские, двок тов бренд .

	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  


Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                  2	
  
	
  
 



Internet	
  users	
  want	
  more	
  from	
  luxury	
  brands	
  
	
  
70%	
  of	
  the	
  wealthy	
  class	
  use	
  social	
  networks	
  in	
  the	
  U.S.	
  	
  
	
  
Affluent	
   people	
   in	
   the	
   U.S.,	
   and	
   therefore	
   potential	
   luxury	
   brand	
   clients,	
   are	
   more	
   present	
   on	
   social	
   networks	
   than	
   the	
  
                                                                                                           1
average	
   population.	
   Among	
   those	
   polled	
   in	
   a	
   Unity	
   Marketing	
   study ,	
   78%	
   have	
   at	
   least	
   one	
   social	
   network	
   profile,	
   usually	
  
Facebook,	
  and	
  50%	
  have	
  used	
  social	
  media	
  to	
  learn	
  more	
  about	
  a	
  brand,	
  see	
  new	
  products,	
  or	
  comment	
  about	
  a	
  brand.	
  
There	
  is	
  one	
  constraint,	
  however.	
  Luxury	
  shoppers	
  declared	
  that	
  they	
  simply	
  don’t	
  have	
  much	
  free	
  time	
  to	
  be	
  “very”	
  active	
  
on	
   social	
   networks.	
   This	
   framework	
   has	
   allowed	
   luxury	
   brands	
   to	
   take	
   advantage	
   of	
   channels	
   other	
   than	
   Facebook	
   to	
  
connect	
  with	
  their	
  customers	
  and	
  advocates.	
  Rather	
  than	
  depending	
  on	
  third-­‐party	
  networks,	
  some	
  luxury	
  brands	
  simply	
  
provide	
  positive	
  online	
  support	
  and	
  interaction	
  through	
  their	
  own	
  website.	
  	
  
	
  
A	
  new	
  generation	
  of	
  digital	
  natives,	
  a	
  new	
  marketplace	
  	
  
	
  
A	
  new	
  generation	
  of	
  consumers	
  has	
  arisen	
  with	
  the	
  “digital	
  natives”	
  that	
  have	
  grown	
  up	
  using	
  the	
  web	
  and	
  social	
  media.	
  
They	
   expect	
   brands	
   to	
   use	
   social	
   networks	
   the	
   same	
   way	
   they	
   do,	
   using	
   the	
   same	
   platforms,	
   reacting	
   in	
   real	
   time,	
   and	
  
providing	
  interesting	
  content.	
  Although	
  not	
  all	
  of	
  these	
  digital	
  natives	
  can	
  be	
  potential	
  customers	
  for	
  luxury	
  brands,	
  they	
  
may	
  be	
  potential	
  brand	
  advocates.	
  After	
  all,	
  a	
  luxury	
  brand	
  wouldn’t	
  be	
  so	
  if	
  there	
  wasn’t	
  the	
  exclusive	
  side	
  of	
  who	
  can	
  
actually	
  afford	
  luxury	
  products.	
  	
  
	
  
	
  
Case	
  Study:	
  Jimmy	
  Choo’s	
  CatchAChoo	
  
	
  
                                                             To	
   celebrate	
   the	
   launch	
   of	
   the	
   first	
   ever	
   Jimmy	
   Choo	
   sneaker	
   collection,	
   the	
   brand	
  
                                                             worked	
  with	
  the	
  FreshNetworks	
  Agency	
  in	
  London	
  to	
  launch	
  a	
  true	
  treasure	
  hunt	
  in	
  
                                                             the	
   streets	
   of	
   London.	
   Building	
   upon	
   the	
   newfound	
   popularity	
   of	
   Foursquare,	
   the	
  
                                                             sneakers,	
   or	
   rather	
   people	
   with	
   them,	
   “checked	
   in”,	
   indicating	
   to	
   the	
   brand’s	
  
                                                             Foursquare	
   followers	
   where	
   they	
   were.	
   Locations	
   were	
   chosen	
   that	
   made	
   sense	
   for	
  
                                                             the	
   brand	
   –	
   the	
   Ritz,	
   for	
   example	
   –	
   to	
   keep	
   the	
   marketing	
   operation	
   fun	
   and	
  
                                                             interactive	
  but	
  also	
  relevant	
  for	
  the	
  brand’s	
  image.	
  The	
  first	
  person	
  to	
  get	
  there	
  won	
  
                                                             the	
  pair	
  of	
  shoes.	
  4,000	
  people	
  participated	
  in	
  the	
  treasure	
  hunt	
  in	
  less	
  than	
  3	
  weeks.	
  	
  
Information	
  about	
  the	
  treasure	
  hunt	
  was	
  first	
  shared	
  by	
  “influential”	
  bloggers	
  before	
  being	
  picked	
  up	
  by	
  the	
  press	
  agency	
  
Reuters	
   and	
   in	
   publications	
   like	
   The	
   Evening	
   Standard	
   and	
   Vogue.	
   Jimmy	
   Choo	
   showed	
   that	
   it	
   is	
   possible	
   for	
   luxury	
   brands	
  
to	
  maintain	
  their	
  originality	
  all	
  while	
  addressing	
  bloggers	
  and	
  specialized	
  social	
  media	
  bloggers.	
  Following	
  the	
  article	
  in	
  The	
  
Evening	
  Standard,	
  Jimmy	
  Choo	
  sneakers	
  sales	
  rose	
  by	
  30%.	
  
	
  
	
  
Bloggers,	
  consumers,	
  and	
  ambassadors	
  	
  
	
  
One	
   way	
   that	
   luxury	
   brands	
   certainly	
   are	
   using	
   social	
   media,	
   however,	
   is	
   through	
   privileged	
   relationships	
   with	
   certain	
  
fashion	
  and	
  luxury	
  bloggers.	
  Much	
  in	
  the	
  same	
  way	
  their	
  products	
  are	
  reserved	
  for	
  an	
  elite	
  class,	
  many	
  luxury	
  brands	
  carry	
  
on	
  long-­‐term	
  relationships	
  with	
  these	
  bloggers	
  	
  to	
  maintain	
  a	
  feeling	
  of	
  exclusivity.	
  These	
  bloggers,	
  in	
  return,	
  are	
  intimately	
  
familiar	
   with	
   the	
   brands.	
   Brands	
   are	
   able,	
   then,	
   to	
   overcome	
   the	
   accessibility	
   of	
   information	
   on	
   the	
   web	
   by	
   using	
   its	
  
notoriety	
   to	
   restrict	
   information.	
   If	
   we	
   look	
   at	
   the	
   use	
   of	
   Twitter,	
   for	
   example,	
   many	
   use	
   it	
   to	
   simply	
   relay	
   information	
   and	
  
                                                                                                                                                                                                                2
not	
  answer	
  people	
  or	
  provide	
  storytelling.	
  64%	
  of	
  all	
  information	
  about	
  luxury	
  brands	
  online,	
  however,	
  comes	
  from	
  blogs. 	
  	
  
	
  
	
  
	
  
	
  
	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
1      	
  How	
  Affluent	
  Luxury	
  	
  Consumers	
  Use	
  the	
  Internet	
  and	
  Social	
  Media	
  
2      	
  Insights	
  on	
  Social	
  Media	
  Monitoring	
  for	
  Luxury	
  Brands:	
  Facebook,	
  Twitter,	
  Blogs,	
  Forums	
  

Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                                                                                              3	
  
	
  
 


	
  
Case	
  Study:	
  Chanel	
  and	
  its	
  bloggers	
  
	
  
The	
  high	
  fashion	
  brand	
  opened	
  up	
  to	
  social	
  media	
  use	
  within	
  the	
  confines	
  of	
  well-­‐tuned	
  operations	
  
                                                        that	
  maintained	
  its	
  exclusive	
  reputation.	
  The	
  brand	
  began	
  by	
  choosing	
  
                                                        a	
   handful	
   of	
   select	
   bloggers	
   chosen	
   with	
   care.	
   These	
   special	
   few	
  
                                                        received	
  regular	
  invitations	
  to	
  try	
  products	
  before	
  they	
  were	
  launched	
  
                                                        and	
  share	
  their	
  experiences	
  via	
  their	
  blog.	
  In	
  2007,	
  for	
  example,	
  for	
  the	
  
                                                        launch	
   of	
   the	
   Coco	
   Mademoiselle	
   campaign,	
   Chanel	
   invited	
   15	
  
                                                        international	
   fashion	
   bloggers	
   including	
   Géraldine	
   Dormoy	
   (Café	
  
                                                        Mode)	
   and	
   Susie	
   from	
   Style	
   Bubble,	
   to	
   spend	
   a	
   luxurious	
   day	
   with	
  
Chanel.	
   They	
   were	
   led	
   through	
   a	
   visit	
   of	
   the	
   perfume	
   factory	
   and	
   the	
   house	
   of	
   Gabrielle	
   Chanel,	
  
were	
   invited	
   to	
   have	
   lunch	
   at	
   the	
   Ritz,	
   dinner	
   at	
   the	
   Mini	
   Palais,	
   and	
   spend	
   the	
   night	
   in	
   a	
   luxury	
  
hotel.	
  
Chanel	
   has	
   become	
   known	
   for	
   its	
   capacity	
   to	
   woo	
   certain	
   ambassadors	
   for	
   the	
   brand.	
   Karl	
   Lagerfeld	
  
even	
   went	
   so	
   far	
   as	
   to	
   lend	
   a	
   dress	
   to	
   the	
   Sea	
   of	
   Shoes	
   blogger	
   Jane	
   Aldridge.	
   The	
   event	
   was	
   the	
  
object	
  of	
  several	
  posts	
  on	
  her	
  blog,	
  including	
  the	
  first	
  fittings,	
  after	
  which	
  she	
  wrote,	
  “If	
  I	
  could,	
  I	
  would	
  re-­‐live	
  my	
  fittings	
  a	
  
million	
  times!”	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  

Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                                                                    4	
  
	
  
 


	
  
	
  
How	
  should	
  luxury	
  brands	
  behave	
  online?	
  
	
  
Online	
  customer	
  service	
  is	
  risky	
  for	
  a	
  luxury	
  brand	
  	
  
	
  
Internet	
  offers	
  the	
  advantage	
  of	
  speed	
  to	
  any	
  brand	
  that	
  wishes	
  to	
  use	
  it	
  to	
  communicate	
  online.	
  However,	
  what	
  type	
  of	
  
customer	
   service	
   might	
   a	
   luxury	
   brand	
   actually	
   be	
   able	
   to	
   provide	
   online?	
   For	
   a	
   luxury	
   brand,	
   customer	
   service	
   is	
   equally	
   a	
  
luxury	
  and	
  is	
  typically	
  carried	
  out	
  directly	
  in	
  the	
  brand’s	
  boutique.	
  Repairing	
  a	
  handbag	
  or	
  verifying	
  the	
  authenticity	
  of	
  a	
  
product	
  via	
  Twitter	
  is	
  impossible.	
  Most	
  luxury	
  brands’	
  Twitter	
  streams,	
  in	
  fact,	
  are	
  nothing	
  more	
  than	
  RSS	
  feeds	
  of	
  their	
  
latest	
   news	
   and	
   updates.	
   One	
   possibility	
   that	
   certain	
   brands	
   have	
   opted	
   for,	
   however,	
   is	
   to	
   send	
   information	
   that	
   can	
   help	
  
an	
   Internet	
   user	
   find	
   a	
   solution	
   to	
   their	
   problem.	
   If	
   a	
   person	
   tweets	
   that	
   they	
   think	
   their	
   Chanel	
   handbag	
   is	
   a	
   fake,	
   for	
  
example,	
  Chanel	
  can	
  tweet	
  back	
  the	
  address	
  of	
  the	
  closest	
  Chanel	
  boutique	
  and	
  the	
  process	
  that	
  should	
  be	
  used	
  to	
  verify.	
  	
  	
  
	
  
Showing	
  off	
  a	
  luxurious	
  way	
  of	
  life	
  
	
  
Luxury	
  is	
  not	
  measured	
  just	
  by	
  a	
  price	
  tag,	
  but	
  also	
  by	
  a	
  way	
  of	
  life	
  that	
  it	
  embodies	
  –	
  culture,	
  esthetics,	
  art,	
  fine	
  cuisine,	
  
etc.	
  It’s	
  a	
  universe	
  all	
  to	
  its	
  own	
  that	
  is	
  unlike	
  “ordinary”	
  life.	
  Social	
  media	
  offers	
  the	
  possibility	
  for	
  brands	
  to	
  communicate	
  
about	
   this	
   universe	
   rather	
   than	
   about	
   a	
   particular	
   product,	
   thereby	
   offering	
   a	
   glimpse	
   of	
   this	
   “other”	
   side	
   of	
   society.	
  
Certain	
  brands,	
  for	
  example,	
  have	
  decided	
  to	
  aggregate	
  content	
  from	
  different	
  sources	
  onto	
  a	
  blog	
  or	
  a	
  Twitter	
  account	
  to	
  
let	
   people	
   in,	
   while	
   others	
   broadcast	
   fashion	
   shows	
   or	
   behind-­‐the-­‐scene	
   interviews	
   to	
   offer	
   continual	
   glimpses	
   without	
  
ever	
  losing	
  their	
  exclusivity.	
  
	
  
	
  
Case	
  Study:	
  Nowness	
  from	
  LVMH	
  
	
  
The	
   luxury	
   group	
   LVMH	
   has	
   taken	
   a	
   dive	
   into	
   the	
   2011	
   hype	
   of	
  
Internet	
   curation	
   by	
   creating	
   a	
   blog,	
   Nowness,	
   updated	
   daily,	
   that	
  
aggregates	
   news	
   and	
   trends	
   having	
   to	
   do	
   with	
   art,	
   culture	
   in	
  
general,	
   and	
   of	
   course,	
   luxury.	
   Although	
   it	
   is	
   clearly	
   a	
   type	
   of	
  
branded	
   content,	
   since	
   LVMH’s	
   announcement	
   of	
   its	
   opening	
   in	
  
2009,	
   very	
   few	
   ads	
   or	
   logos	
   appear	
   on	
   the	
   site.	
   This	
   dashboard	
  
allows	
  web	
  users	
  to	
  share	
  information	
  directly	
  from	
  the	
  platform	
  
to	
  various	
  social	
  networks	
  like	
  Twitter,	
  Facebook,	
  MySpace,	
  Digg,	
  
Delicious,	
   and	
   StumbleUpon.	
   The	
   group	
   created	
   an	
   algorithm	
  
using	
   Love/Don’t	
   Love	
   buttons	
   to	
   aggregate	
   the	
   most	
   appreciated	
  
content	
  and	
  offer	
  a	
  more	
  pleasurable	
  navigation	
  experience.	
  Web	
  
users	
  also	
  have	
  the	
  option	
  of	
  creating	
  an	
  account	
  on	
  the	
  blog	
  to	
  
gain	
  access	
  to	
  exclusive	
  content.	
  	
             	
                	
                	
           	
                    	
               To	
  visit	
  Nowness	
  click	
  here.	
  	
  
	
  
	
                                               эксклюзивность через доступ к экскл контенту
Storytelling	
  2.0	
  is	
  the	
  preferred	
  method	
  of	
  communication	
  
	
  
Storytelling	
  is	
  at	
  the	
  heart	
  of	
  the	
  luxury	
  universe,	
  used	
  to	
  tell	
  not	
  only	
  the	
  story	
  behind	
  the	
  fashion	
  house	
  but	
  also	
  behind	
  
the	
  creation	
  or	
  the	
  designer.	
  Perfume	
  ads	
  are	
  an	
  offline	
  example	
  of	
  how	
  storytelling	
  has	
  always	
  been	
  an	
  integral	
  part	
  of	
  
selling	
  the	
  glamour	
  behind	
  a	
  luxury	
  brand.	
  Social	
  media,	
  then,	
  offers	
  an	
  opportunity	
  for	
  the	
  experience	
  to	
  be	
  even	
  richer,	
  
multidimensional,	
   and	
   multimedia.	
   A	
   brand	
   may	
   choose	
   to	
   create	
   a	
   mix	
   of	
   virtual	
   and	
   “real”	
   experiences	
   to	
   create	
   a	
   story,	
  
intertwining	
  the	
  information	
  relayed	
  on	
  Twitter,	
  Facebook,	
  Foursquare,	
  and	
  YouTube,	
  for	
  example.	
  	
  
	
  
	
  	
  
	
  
	
  


Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                                                                         5	
  
	
  
 


Case	
  Study:	
  	
  Lady	
  Dior	
  
	
  
For	
   the	
   launch	
   of	
   the	
   handbag	
   Lady	
   Dior,	
   4	
   short	
   films	
   were	
   produced	
   with	
  
Marion	
  Cotillard	
  as	
  the	
  star.	
  The	
  four	
  films	
  were	
  Lady	
  Noire	
  produced	
  by	
  Olivier	
  
Dahan,	
   set	
   in	
   Paris,	
   Lady	
   Rouge	
   in	
   New	
   York	
   City,	
   Lady	
   Grey,	
   and	
   Lady	
   Blue	
   in	
  
Shanghai,	
  directed	
  by	
  David	
  Lynch.	
  A	
  Twitter	
  account	
  was	
  created	
  to	
  reveal	
  the	
  
campaign	
  as	
  it	
  progressed,	
  and	
  videos	
  were	
  first	
  shared	
  on	
  the	
  campaign’s	
  site	
  as	
  
well	
  as	
  blogs.	
  The	
  campaign	
  was	
  launched	
  in	
  2009	
  and	
  lasted	
  one	
  year.	
  Each	
  film	
  
portrayed	
  a	
  different	
  genre	
  of	
  the	
  “Lady”	
  and	
  showcased	
  the	
  new	
  collection	
  at	
  
different	
   moments	
   throughout	
   the	
   films.	
   As	
   with	
   many	
   luxury	
   brands,	
   the	
  
purpose	
  was	
  not	
  necessarily	
  to	
  increase	
  sales	
  for	
  the	
  collection,	
  but	
  rather	
  buzz	
  
around	
  it	
  before	
  they	
  were	
  even	
  available.	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  


Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                           6	
  
	
  
 



Luxury	
  brands	
  are	
  able	
  to	
  remain	
  exclusive	
  online	
  
	
  
Create	
  and	
  share	
  content	
  with	
  people	
  interested	
  in	
  the	
  brand	
  	
  
	
  
People	
  who	
  choose	
  to	
  follow	
  a	
  brand’s	
  activity	
  online,	
  either	
  by	
  Facebook,	
  Twitter,	
  or	
  other	
  channel,	
  automatically	
  signal	
  
their	
  desire	
  to	
  receive	
  information,	
  which	
  the	
  brand	
  would	
  like	
  to	
  communicate.	
  It	
  is	
  important,	
  then,	
  that	
  brands	
  aim	
  to	
  
please	
  their	
  online	
  fans	
  with	
  quality	
  content	
  that	
  is	
  interesting,	
  perhaps	
  exclusive,	
  and	
  able	
  to	
  retain	
  the	
  interest	
  of	
  those	
  
who	
  are	
  signed	
  up,	
  	
  while	
  attracting	
  new	
  “fans”	
  or	
  “followers.”	
  
	
  
	
  
Case	
  Study:	
  Thierry	
  Mugler’s	
  fashion	
  show	
  live	
  on	
  Facebook	
  
	
  
                                                     March	
  2,	
  2011,	
  the	
  world-­‐renowned	
  designer	
  Thierry	
  Mugler	
  invited	
  a	
  star	
  to	
  his	
  2011-­‐
                                                     2012	
   fall-­‐winter	
   fashion	
   show:	
   Lady	
   Gaga.	
   In	
   order	
   to	
   take	
   advantage	
   of	
   her	
   online	
  
                                                     notoriety	
   and	
   her	
   newly	
   launched	
   single	
   that	
   she	
   sang	
   during	
   the	
   show,	
   the	
   designer	
  
                                                     decided	
   to	
   organize	
   an	
   event	
   that	
   would	
   be	
   transmitted	
   online.	
   Fans	
   of	
   the	
   Thierry	
  
                                                     Mugler	
   Facebook	
   page	
   were	
   able	
   to	
   watch	
   the	
   show	
   live	
   online	
   via	
   a	
   tab	
   created	
   for	
   the	
  
                                                     event.	
   Lady	
   Gaga’s	
   9	
   million	
   “followers”	
   and	
   the	
   brand’s	
   30,000	
   meant	
   that	
   the	
  
operation	
   went	
   off	
   without	
   a	
   hitch.	
   The	
   brand	
   attracted	
   40,000	
   more	
   fans	
   to	
   its	
   page	
   wishing	
   to	
   take	
   advantage	
   of	
   the	
  
exclusive	
  event.	
  	
   	
              	
                	
               	
           	
           	
               	
                 	
  
For	
  more	
  information	
  click	
  here	
  
	
  
	
  
Building	
  online	
  communities	
  around	
  luxury	
  brands	
  
	
  
Social	
   media	
   regroups	
   people	
   more	
   or	
   less	
   organically	
   in	
   certain	
   communities	
   in	
   different	
   spaces.	
   Brands,	
   then,	
   are	
   able	
   to	
  
choose	
   to	
   integrate	
   themselves	
   into	
   certain	
   “communities”	
   (or	
   create	
   their	
   own)	
   which	
   will	
   be	
   the	
   most	
   adept	
   at	
  
transmitting	
  their	
  messages.	
  	
  
	
  
       	
  
Ykone,	
  the	
  fashion	
  network	
  
                              	
  
                                              Launched	
  in	
  2009,	
  Ykone	
  was	
  created	
  more	
  along	
  the	
  lines	
  of	
  a	
  social	
  medium	
  rather	
  than	
  a	
  
                                              social	
   network.	
   The	
   site	
   is	
   a	
   community	
   site	
   that	
   is	
   both	
   interactive	
   and	
   instructive.	
   Built	
  
                                              around	
   luxury	
   and	
   fashion	
   in	
   particular,	
   Ykone	
   proposes	
   an	
   editorial	
   treatment	
   of	
   this	
  
                                              universe,	
  inviting	
  people	
  more-­‐or	
  well-­‐less	
  known	
  in	
  the	
  blogosphere	
  to	
  express	
  themselves	
  
                                              on	
  the	
  site.	
  Members	
  can	
  comment	
  on	
  fashion	
  shows,	
  tap	
  into	
  fashion	
  encyclopedias,	
  share	
  
their	
  own	
  favorite	
  outfits	
  or	
  information	
  that	
  they	
  find	
  interesting,	
  all	
  on	
  the	
  same	
  platform.	
  	
  
To	
  visit	
  Ykone	
  click	
  here	
  
	
  
	
  
However,	
  some	
  communities	
  must	
  be	
  kept	
  private	
  to	
  maintain	
  their	
  mystery	
  and	
  create	
  a	
  group	
  of	
  privileged	
  advocates.	
  
This	
  allows	
  the	
  brand	
  to	
  capture	
  better	
  insights	
  from	
  those	
  who	
  talk	
  about	
  them	
  online	
  in	
  order	
  to	
  better	
  attend	
  to	
  their	
  
customers’	
  expectations.	
  	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  


Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                                                                    7	
  
	
  
 


Case	
  Study:	
  Mercedes-­‐Benz	
  
	
  
                                              In	
   2009,	
   Mercedes-­‐Benz	
   created	
   two	
   invitation-­‐only	
   community	
   platforms.	
   These	
   private	
  
                                              networks	
   were	
   created	
   with	
   the	
   goal	
   of	
   establishing	
   closer	
   relationships	
   with	
   potential	
  
                                              clients	
  and	
  buyers	
  to	
  create	
  more	
  efficient	
  focus	
  groups.	
  Members	
  are	
  able	
  to	
  test	
  the	
  car	
  of	
  
                                              their	
   choice	
   over	
   the	
   course	
   of	
   a	
   weekend	
   and	
  
                                              participate	
   in	
   the	
   creation	
   process,	
   ad	
   campaigns,	
  
                                              and	
  in	
  general	
  become	
  a	
  more	
  important	
  member	
  
                                              of	
  Mercedes.	
  In	
  return,	
  members	
  receive	
  discounts	
  
                                              and	
  other	
  thank-­‐you	
  gifts.	
  
The	
  Mercedes-­‐Benz	
  Advisors	
  community	
  brings	
  together	
  owners,	
  70%	
  of	
  whom	
  
regularly	
   visit	
   the	
   online	
   network.	
   They	
   have	
   already	
   responded	
   to	
   more	
   than	
  
160	
   surveys	
   and	
   180	
   studies,	
   as	
   well	
   as	
   participated	
   in	
   260	
   discussions	
   with	
  
Mercedes	
  employees.	
  	
  
Generation	
  Benz	
  was	
  created	
  for	
  drivers	
  who	
  fit	
  into	
  generation	
  Y.	
  Since	
  May	
  of	
  
2010,	
  the	
  network	
  has	
  gathered	
  over	
  600	
  people	
  aged	
  16	
  to	
  33,	
  64%	
  of	
  whom	
  
own	
   their	
   own	
   Mercedes	
   cars.	
   Certain	
   members	
   have	
   participated	
   in	
   mystery	
  
shopper	
   experiments,	
   allowing	
   Mercedes-­‐Benz	
   employees	
   to	
   see	
   that	
   many	
  
times,	
   people	
   of	
   their	
   age	
   were	
   often	
   ignored	
   or	
   looked	
   down	
   upon	
   by	
  
salespeople.	
  
These	
   networks	
   have	
   allowed	
   the	
   brand	
   to	
   tremendously	
   reduce	
   its	
   research	
  
costs	
  and	
  obtain	
  more	
  precise	
  insights.	
  	
  
	
                                                                       пл тформ для исследов ний
	
  
Other	
  luxury	
  brands	
  have	
  created	
  their	
  own	
  social	
  platforms	
  
	
  
While	
  some	
  brands	
  have	
  found	
  it	
  advantageous	
  to	
  build	
  off	
  of	
  existing	
  online	
  communities	
  and/or	
  social	
  networks,	
  others	
  
have	
  created	
  their	
  own	
  platforms	
  for	
  a	
  specific	
  purpose,	
  product,	
  or	
  service.	
  This	
  allows	
  the	
  brand	
  to	
  better	
  control	
  their	
  
image	
   as	
   well	
   as	
   the	
   content	
   that	
   is	
   posted	
   on	
   the	
   site.	
   The	
   branding	
   of	
   the	
   platform	
   is	
   often	
   more	
   obvious	
   and	
   thus	
   more	
  
visible	
  for	
  visitors.	
  	
  
	
  
Case	
  Study:	
  Burberry,	
  Art	
  of	
  the	
  Trench	
  
	
  
                                          The	
   trench	
   coat	
   has	
   been	
   an	
   iconic	
   element	
   of	
   the	
  
                                          Burberry	
   house	
   for	
   close	
   to	
   100	
   years.	
   In	
   2009,	
   the	
  
                                          brand	
   was	
   looking	
   to	
   renew	
   the	
   look	
   and	
   attract	
   a	
  
                                          new	
  generation	
  of	
  clients.	
  In	
  order	
  to	
  accomplish	
  this	
  
                                          goal	
   they	
   created	
   an	
   interactive	
   platform	
   called:	
   Art	
  
                                          of	
  the	
  Trench.	
  Art	
  of	
  the	
  Trench	
  is	
  not	
  simply	
  a	
  gallery	
  
                                          of	
  trench	
  coats,	
  but	
  rather	
  a	
  functional	
  and	
  high	
  class	
  
                                          social	
   space	
   created	
   particularly	
   for	
   the	
   target	
  
audience,	
   allowing	
   visitors	
   to	
   comment	
   on	
   photos,	
   share	
   them	
   via	
   other	
   social	
  
networks,	
  and	
  “Like”	
  them	
  via	
  Facebook	
  Connect.	
  
What’s	
   more,	
   Burberry	
   called	
   upon	
   professional	
   photographers	
   to	
   highlight	
   the	
   best	
   of	
   the	
   operation.	
   Scott	
   Schuman,	
   also	
  
known	
  as	
  the	
  Sartorialist,	
  is	
  an	
  internationally	
  renowned	
  photographer	
  and	
  blogger	
  who	
  took	
  the	
  first	
  photos	
  for	
  the	
  site,	
  
largely	
  contributing	
  to	
  its	
  initial	
  buzz.	
  In	
  April	
  of	
  2010,	
  Burberry	
  relaunched	
  the	
  operation	
  with	
  the	
  agency	
  Magnum.	
  	
  
Visit	
  Art	
  of	
  the	
  Trench.	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  




Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                                                                             8	
  
	
  
 



Conclusion	
  
	
  
Luxury	
  brands	
  have	
  always	
  developed	
  their	
  brand	
  image	
  by	
  maintaining	
  an	
  exclusivity	
  reserved	
  for	
  the	
  lucky	
  few	
  who	
  are	
  
able	
   to	
   afford	
   such	
   luxuries.	
   With	
   the	
   rise	
   of	
   Facebook,	
   Twitter,	
   and	
   other	
   social	
   networks,	
   many	
   have	
   maintained	
   that	
  
exclusivity	
  should	
  be	
  perpetuated	
  by	
  selecting	
  a	
  few	
  choice	
  bloggers	
  to	
  represent	
  their	
  brand,	
  and	
  by	
  responding	
  online	
  
with	
   information	
   only,	
   rather	
   than	
   customer	
   service.	
   	
   What	
   is	
   important	
   to	
   keep	
   in	
   mind	
   is	
   that	
   engagement	
   online	
   is	
  
different	
   for	
   luxury	
   brands	
   because	
   they	
   are	
   not	
   communicating	
   with	
   clients,	
   for	
   the	
   most	
   part,	
   but	
   with	
   brand	
   advocates.	
  
The	
  more	
  these	
  advocates	
  build	
  up	
  buzz	
  around	
  a	
  product	
  or	
  a	
  brand,	
  it	
  makes	
  it	
  that	
  much	
  more	
  desirable.	
  	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
About	
  Synthesio	
  
	
  
Synthesio	
  is	
  a	
  global,	
  multi-­‐lingual	
  Social	
  Media	
  Monitoring	
  and	
  research	
  company,	
  utilizing	
  a	
  powerful	
  hybrid	
  
of	
   tech	
   and	
   human	
   monitoring	
   services	
   to	
   help	
   Brands	
   and	
   Agencies	
   collect	
   and	
   analyze	
   consumer	
  
conversations	
   online.	
   	
   The	
   result	
   is	
   actionable	
   analytics	
   and	
   insights	
   that	
   provide	
   an	
   accurate	
   snapshot	
   of	
   a	
  
brand	
  and	
  help	
  answer	
  the	
  ultimate	
  questions	
  –	
  how	
  are	
  we	
  really	
  doing	
  right	
  now,	
  and	
  how	
  can	
  we	
  make	
  it	
  
better.	
  
Founded	
   in	
   2006,	
   the	
   company	
   has	
   grown	
   to	
   include	
   analysts	
   who	
   provide	
   native-­‐language	
   monitoring	
   and	
  
analytic	
   services	
   in	
   over	
   30	
   languages	
   worldwide.	
   Brands	
   such	
   as	
   Toyota,	
   Microsoft,	
   Sanofi,	
   Accor	
   Hotels,	
  
Orange	
   Telecom	
   and	
   many	
   others	
   turn	
   to	
   Synthesio	
   for	
   the	
   data	
   they	
   need	
   to	
   engage	
   with	
   their	
   markets,	
  
anticipate	
   and	
   prepare	
   for	
   emerging	
   crisis	
   situations,	
   and	
   better	
   prepare	
   for	
   new	
   product	
   or	
   new	
   campaign	
  
launches.	
  
                                                                       WWW.SYNTHESIO.COM	
  	
  
	
  

Synthesio	
  –	
  Luxury	
  brands	
  in	
  social	
  media	
  -­‐	
  March	
  2011	
                                                                                                          9	
  
	
  

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Synthesio luxury-brands-in-social-media

  • 1.                                   Luxury  Brands  in  Social  Media     How  to  maintain  the  allure  of  luxury  online     By  Synthesio                           Summary   Introduction  .2   Internet  users  want  more  from  luxury  brands  .3   How  should  luxury  brands  behave  online?  .5   Luxury  brands  are  able  to  remain  exclusive  online  .7   Conclusion       Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   1    
  • 2.     Introduction     One  of  the  main  problems  for  luxury  brands  on   social   media   has   been   the   classic   problem   of   who   they   are   addressing,   exactly.   For   luxury   brands,  being  online  is  not  necessarily  an  effort  to  maintain  contact  with  their  customers.   Rather,   it   is   a   manner   of   rendering   their   products   that   much   more   exclusive,   because   millions   of   people   can   talk   about   them,   but   only   a   select   few   can   actually   buy   them.   The   communities   that   a   brand   addresses   online,   then,   are   not   communities   composed   of   clients   –  for  the  most  part  –  but  communities  of  brand  advocates.         иск выход в соцмеди для люкс-брендов - потеря эксклюзивности. х сообществ - не клиентские, двок тов бренд .                                           Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   2    
  • 3.   Internet  users  want  more  from  luxury  brands     70%  of  the  wealthy  class  use  social  networks  in  the  U.S.       Affluent   people   in   the   U.S.,   and   therefore   potential   luxury   brand   clients,   are   more   present   on   social   networks   than   the   1 average   population.   Among   those   polled   in   a   Unity   Marketing   study ,   78%   have   at   least   one   social   network   profile,   usually   Facebook,  and  50%  have  used  social  media  to  learn  more  about  a  brand,  see  new  products,  or  comment  about  a  brand.   There  is  one  constraint,  however.  Luxury  shoppers  declared  that  they  simply  don’t  have  much  free  time  to  be  “very”  active   on   social   networks.   This   framework   has   allowed   luxury   brands   to   take   advantage   of   channels   other   than   Facebook   to   connect  with  their  customers  and  advocates.  Rather  than  depending  on  third-­‐party  networks,  some  luxury  brands  simply   provide  positive  online  support  and  interaction  through  their  own  website.       A  new  generation  of  digital  natives,  a  new  marketplace       A  new  generation  of  consumers  has  arisen  with  the  “digital  natives”  that  have  grown  up  using  the  web  and  social  media.   They   expect   brands   to   use   social   networks   the   same   way   they   do,   using   the   same   platforms,   reacting   in   real   time,   and   providing  interesting  content.  Although  not  all  of  these  digital  natives  can  be  potential  customers  for  luxury  brands,  they   may  be  potential  brand  advocates.  After  all,  a  luxury  brand  wouldn’t  be  so  if  there  wasn’t  the  exclusive  side  of  who  can   actually  afford  luxury  products.         Case  Study:  Jimmy  Choo’s  CatchAChoo     To   celebrate   the   launch   of   the   first   ever   Jimmy   Choo   sneaker   collection,   the   brand   worked  with  the  FreshNetworks  Agency  in  London  to  launch  a  true  treasure  hunt  in   the   streets   of   London.   Building   upon   the   newfound   popularity   of   Foursquare,   the   sneakers,   or   rather   people   with   them,   “checked   in”,   indicating   to   the   brand’s   Foursquare   followers   where   they   were.   Locations   were   chosen   that   made   sense   for   the   brand   –   the   Ritz,   for   example   –   to   keep   the   marketing   operation   fun   and   interactive  but  also  relevant  for  the  brand’s  image.  The  first  person  to  get  there  won   the  pair  of  shoes.  4,000  people  participated  in  the  treasure  hunt  in  less  than  3  weeks.     Information  about  the  treasure  hunt  was  first  shared  by  “influential”  bloggers  before  being  picked  up  by  the  press  agency   Reuters   and   in   publications   like   The   Evening   Standard   and   Vogue.   Jimmy   Choo   showed   that   it   is   possible   for   luxury   brands   to  maintain  their  originality  all  while  addressing  bloggers  and  specialized  social  media  bloggers.  Following  the  article  in  The   Evening  Standard,  Jimmy  Choo  sneakers  sales  rose  by  30%.       Bloggers,  consumers,  and  ambassadors       One   way   that   luxury   brands   certainly   are   using   social   media,   however,   is   through   privileged   relationships   with   certain   fashion  and  luxury  bloggers.  Much  in  the  same  way  their  products  are  reserved  for  an  elite  class,  many  luxury  brands  carry   on  long-­‐term  relationships  with  these  bloggers    to  maintain  a  feeling  of  exclusivity.  These  bloggers,  in  return,  are  intimately   familiar   with   the   brands.   Brands   are   able,   then,   to   overcome   the   accessibility   of   information   on   the   web   by   using   its   notoriety   to   restrict   information.   If   we   look   at   the   use   of   Twitter,   for   example,   many   use   it   to   simply   relay   information   and   2 not  answer  people  or  provide  storytelling.  64%  of  all  information  about  luxury  brands  online,  however,  comes  from  blogs.                                                                                                                               1  How  Affluent  Luxury    Consumers  Use  the  Internet  and  Social  Media   2  Insights  on  Social  Media  Monitoring  for  Luxury  Brands:  Facebook,  Twitter,  Blogs,  Forums   Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   3    
  • 4.     Case  Study:  Chanel  and  its  bloggers     The  high  fashion  brand  opened  up  to  social  media  use  within  the  confines  of  well-­‐tuned  operations   that  maintained  its  exclusive  reputation.  The  brand  began  by  choosing   a   handful   of   select   bloggers   chosen   with   care.   These   special   few   received  regular  invitations  to  try  products  before  they  were  launched   and  share  their  experiences  via  their  blog.  In  2007,  for  example,  for  the   launch   of   the   Coco   Mademoiselle   campaign,   Chanel   invited   15   international   fashion   bloggers   including   Géraldine   Dormoy   (Café   Mode)   and   Susie   from   Style   Bubble,   to   spend   a   luxurious   day   with   Chanel.   They   were   led   through   a   visit   of   the   perfume   factory   and   the   house   of   Gabrielle   Chanel,   were   invited   to   have   lunch   at   the   Ritz,   dinner   at   the   Mini   Palais,   and   spend   the   night   in   a   luxury   hotel.   Chanel   has   become   known   for   its   capacity   to   woo   certain   ambassadors   for   the   brand.   Karl   Lagerfeld   even   went   so   far   as   to   lend   a   dress   to   the   Sea   of   Shoes   blogger   Jane   Aldridge.   The   event   was   the   object  of  several  posts  on  her  blog,  including  the  first  fittings,  after  which  she  wrote,  “If  I  could,  I  would  re-­‐live  my  fittings  a   million  times!”                                                               Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   4    
  • 5.       How  should  luxury  brands  behave  online?     Online  customer  service  is  risky  for  a  luxury  brand       Internet  offers  the  advantage  of  speed  to  any  brand  that  wishes  to  use  it  to  communicate  online.  However,  what  type  of   customer   service   might   a   luxury   brand   actually   be   able   to   provide   online?   For   a   luxury   brand,   customer   service   is   equally   a   luxury  and  is  typically  carried  out  directly  in  the  brand’s  boutique.  Repairing  a  handbag  or  verifying  the  authenticity  of  a   product  via  Twitter  is  impossible.  Most  luxury  brands’  Twitter  streams,  in  fact,  are  nothing  more  than  RSS  feeds  of  their   latest   news   and   updates.   One   possibility   that   certain   brands   have   opted   for,   however,   is   to   send   information   that   can   help   an   Internet   user   find   a   solution   to   their   problem.   If   a   person   tweets   that   they   think   their   Chanel   handbag   is   a   fake,   for   example,  Chanel  can  tweet  back  the  address  of  the  closest  Chanel  boutique  and  the  process  that  should  be  used  to  verify.         Showing  off  a  luxurious  way  of  life     Luxury  is  not  measured  just  by  a  price  tag,  but  also  by  a  way  of  life  that  it  embodies  –  culture,  esthetics,  art,  fine  cuisine,   etc.  It’s  a  universe  all  to  its  own  that  is  unlike  “ordinary”  life.  Social  media  offers  the  possibility  for  brands  to  communicate   about   this   universe   rather   than   about   a   particular   product,   thereby   offering   a   glimpse   of   this   “other”   side   of   society.   Certain  brands,  for  example,  have  decided  to  aggregate  content  from  different  sources  onto  a  blog  or  a  Twitter  account  to   let   people   in,   while   others   broadcast   fashion   shows   or   behind-­‐the-­‐scene   interviews   to   offer   continual   glimpses   without   ever  losing  their  exclusivity.       Case  Study:  Nowness  from  LVMH     The   luxury   group   LVMH   has   taken   a   dive   into   the   2011   hype   of   Internet   curation   by   creating   a   blog,   Nowness,   updated   daily,   that   aggregates   news   and   trends   having   to   do   with   art,   culture   in   general,   and   of   course,   luxury.   Although   it   is   clearly   a   type   of   branded   content,   since   LVMH’s   announcement   of   its   opening   in   2009,   very   few   ads   or   logos   appear   on   the   site.   This   dashboard   allows  web  users  to  share  information  directly  from  the  platform   to  various  social  networks  like  Twitter,  Facebook,  MySpace,  Digg,   Delicious,   and   StumbleUpon.   The   group   created   an   algorithm   using   Love/Don’t   Love   buttons   to   aggregate   the   most   appreciated   content  and  offer  a  more  pleasurable  navigation  experience.  Web   users  also  have  the  option  of  creating  an  account  on  the  blog  to   gain  access  to  exclusive  content.               To  visit  Nowness  click  here.         эксклюзивность через доступ к экскл контенту Storytelling  2.0  is  the  preferred  method  of  communication     Storytelling  is  at  the  heart  of  the  luxury  universe,  used  to  tell  not  only  the  story  behind  the  fashion  house  but  also  behind   the  creation  or  the  designer.  Perfume  ads  are  an  offline  example  of  how  storytelling  has  always  been  an  integral  part  of   selling  the  glamour  behind  a  luxury  brand.  Social  media,  then,  offers  an  opportunity  for  the  experience  to  be  even  richer,   multidimensional,   and   multimedia.   A   brand   may   choose   to   create   a   mix   of   virtual   and   “real”   experiences   to   create   a   story,   intertwining  the  information  relayed  on  Twitter,  Facebook,  Foursquare,  and  YouTube,  for  example.               Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   5    
  • 6.   Case  Study:    Lady  Dior     For   the   launch   of   the   handbag   Lady   Dior,   4   short   films   were   produced   with   Marion  Cotillard  as  the  star.  The  four  films  were  Lady  Noire  produced  by  Olivier   Dahan,   set   in   Paris,   Lady   Rouge   in   New   York   City,   Lady   Grey,   and   Lady   Blue   in   Shanghai,  directed  by  David  Lynch.  A  Twitter  account  was  created  to  reveal  the   campaign  as  it  progressed,  and  videos  were  first  shared  on  the  campaign’s  site  as   well  as  blogs.  The  campaign  was  launched  in  2009  and  lasted  one  year.  Each  film   portrayed  a  different  genre  of  the  “Lady”  and  showcased  the  new  collection  at   different   moments   throughout   the   films.   As   with   many   luxury   brands,   the   purpose  was  not  necessarily  to  increase  sales  for  the  collection,  but  rather  buzz   around  it  before  they  were  even  available.                                                                                               Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   6    
  • 7.   Luxury  brands  are  able  to  remain  exclusive  online     Create  and  share  content  with  people  interested  in  the  brand       People  who  choose  to  follow  a  brand’s  activity  online,  either  by  Facebook,  Twitter,  or  other  channel,  automatically  signal   their  desire  to  receive  information,  which  the  brand  would  like  to  communicate.  It  is  important,  then,  that  brands  aim  to   please  their  online  fans  with  quality  content  that  is  interesting,  perhaps  exclusive,  and  able  to  retain  the  interest  of  those   who  are  signed  up,    while  attracting  new  “fans”  or  “followers.”       Case  Study:  Thierry  Mugler’s  fashion  show  live  on  Facebook     March  2,  2011,  the  world-­‐renowned  designer  Thierry  Mugler  invited  a  star  to  his  2011-­‐ 2012   fall-­‐winter   fashion   show:   Lady   Gaga.   In   order   to   take   advantage   of   her   online   notoriety   and   her   newly   launched   single   that   she   sang   during   the   show,   the   designer   decided   to   organize   an   event   that   would   be   transmitted   online.   Fans   of   the   Thierry   Mugler   Facebook   page   were   able   to   watch   the   show   live   online   via   a   tab   created   for   the   event.   Lady   Gaga’s   9   million   “followers”   and   the   brand’s   30,000   meant   that   the   operation   went   off   without   a   hitch.   The   brand   attracted   40,000   more   fans   to   its   page   wishing   to   take   advantage   of   the   exclusive  event.                     For  more  information  click  here       Building  online  communities  around  luxury  brands     Social   media   regroups   people   more   or   less   organically   in   certain   communities   in   different   spaces.   Brands,   then,   are   able   to   choose   to   integrate   themselves   into   certain   “communities”   (or   create   their   own)   which   will   be   the   most   adept   at   transmitting  their  messages.         Ykone,  the  fashion  network     Launched  in  2009,  Ykone  was  created  more  along  the  lines  of  a  social  medium  rather  than  a   social   network.   The   site   is   a   community   site   that   is   both   interactive   and   instructive.   Built   around   luxury   and   fashion   in   particular,   Ykone   proposes   an   editorial   treatment   of   this   universe,  inviting  people  more-­‐or  well-­‐less  known  in  the  blogosphere  to  express  themselves   on  the  site.  Members  can  comment  on  fashion  shows,  tap  into  fashion  encyclopedias,  share   their  own  favorite  outfits  or  information  that  they  find  interesting,  all  on  the  same  platform.     To  visit  Ykone  click  here       However,  some  communities  must  be  kept  private  to  maintain  their  mystery  and  create  a  group  of  privileged  advocates.   This  allows  the  brand  to  capture  better  insights  from  those  who  talk  about  them  online  in  order  to  better  attend  to  their   customers’  expectations.                         Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   7    
  • 8.   Case  Study:  Mercedes-­‐Benz     In   2009,   Mercedes-­‐Benz   created   two   invitation-­‐only   community   platforms.   These   private   networks   were   created   with   the   goal   of   establishing   closer   relationships   with   potential   clients  and  buyers  to  create  more  efficient  focus  groups.  Members  are  able  to  test  the  car  of   their   choice   over   the   course   of   a   weekend   and   participate   in   the   creation   process,   ad   campaigns,   and  in  general  become  a  more  important  member   of  Mercedes.  In  return,  members  receive  discounts   and  other  thank-­‐you  gifts.   The  Mercedes-­‐Benz  Advisors  community  brings  together  owners,  70%  of  whom   regularly   visit   the   online   network.   They   have   already   responded   to   more   than   160   surveys   and   180   studies,   as   well   as   participated   in   260   discussions   with   Mercedes  employees.     Generation  Benz  was  created  for  drivers  who  fit  into  generation  Y.  Since  May  of   2010,  the  network  has  gathered  over  600  people  aged  16  to  33,  64%  of  whom   own   their   own   Mercedes   cars.   Certain   members   have   participated   in   mystery   shopper   experiments,   allowing   Mercedes-­‐Benz   employees   to   see   that   many   times,   people   of   their   age   were   often   ignored   or   looked   down   upon   by   salespeople.   These   networks   have   allowed   the   brand   to   tremendously   reduce   its   research   costs  and  obtain  more  precise  insights.       пл тформ для исследов ний   Other  luxury  brands  have  created  their  own  social  platforms     While  some  brands  have  found  it  advantageous  to  build  off  of  existing  online  communities  and/or  social  networks,  others   have  created  their  own  platforms  for  a  specific  purpose,  product,  or  service.  This  allows  the  brand  to  better  control  their   image   as   well   as   the   content   that   is   posted   on   the   site.   The   branding   of   the   platform   is   often   more   obvious   and   thus   more   visible  for  visitors.       Case  Study:  Burberry,  Art  of  the  Trench     The   trench   coat   has   been   an   iconic   element   of   the   Burberry   house   for   close   to   100   years.   In   2009,   the   brand   was   looking   to   renew   the   look   and   attract   a   new  generation  of  clients.  In  order  to  accomplish  this   goal   they   created   an   interactive   platform   called:   Art   of  the  Trench.  Art  of  the  Trench  is  not  simply  a  gallery   of  trench  coats,  but  rather  a  functional  and  high  class   social   space   created   particularly   for   the   target   audience,   allowing   visitors   to   comment   on   photos,   share   them   via   other   social   networks,  and  “Like”  them  via  Facebook  Connect.   What’s   more,   Burberry   called   upon   professional   photographers   to   highlight   the   best   of   the   operation.   Scott   Schuman,   also   known  as  the  Sartorialist,  is  an  internationally  renowned  photographer  and  blogger  who  took  the  first  photos  for  the  site,   largely  contributing  to  its  initial  buzz.  In  April  of  2010,  Burberry  relaunched  the  operation  with  the  agency  Magnum.     Visit  Art  of  the  Trench.                     Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   8    
  • 9.   Conclusion     Luxury  brands  have  always  developed  their  brand  image  by  maintaining  an  exclusivity  reserved  for  the  lucky  few  who  are   able   to   afford   such   luxuries.   With   the   rise   of   Facebook,   Twitter,   and   other   social   networks,   many   have   maintained   that   exclusivity  should  be  perpetuated  by  selecting  a  few  choice  bloggers  to  represent  their  brand,  and  by  responding  online   with   information   only,   rather   than   customer   service.     What   is   important   to   keep   in   mind   is   that   engagement   online   is   different   for   luxury   brands   because   they   are   not   communicating   with   clients,   for   the   most   part,   but   with   brand   advocates.   The  more  these  advocates  build  up  buzz  around  a  product  or  a  brand,  it  makes  it  that  much  more  desirable.                                                               About  Synthesio     Synthesio  is  a  global,  multi-­‐lingual  Social  Media  Monitoring  and  research  company,  utilizing  a  powerful  hybrid   of   tech   and   human   monitoring   services   to   help   Brands   and   Agencies   collect   and   analyze   consumer   conversations   online.     The   result   is   actionable   analytics   and   insights   that   provide   an   accurate   snapshot   of   a   brand  and  help  answer  the  ultimate  questions  –  how  are  we  really  doing  right  now,  and  how  can  we  make  it   better.   Founded   in   2006,   the   company   has   grown   to   include   analysts   who   provide   native-­‐language   monitoring   and   analytic   services   in   over   30   languages   worldwide.   Brands   such   as   Toyota,   Microsoft,   Sanofi,   Accor   Hotels,   Orange   Telecom   and   many   others   turn   to   Synthesio   for   the   data   they   need   to   engage   with   their   markets,   anticipate   and   prepare   for   emerging   crisis   situations,   and   better   prepare   for   new   product   or   new   campaign   launches.   WWW.SYNTHESIO.COM       Synthesio  –  Luxury  brands  in  social  media  -­‐  March  2011   9