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
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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
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4.
5 key dimensions of Luxury:
1. Emotions
2. Social experience
3. Product
4. Service
5. Security
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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
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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
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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
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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
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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?
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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?
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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?
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12.
How to create emotions?
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13.
How to create emotions?
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14.
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15.
Louis Vuitton
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16.
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17.
Louis Vuitton
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18.
Rolex
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19.
Rolex
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20.
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21.
How to provide an high-end consumer service?
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22.
Could you help me?
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23.
Precise & quick answers needed
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24.
“Thank you”
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25.
Do you know this (stroller) brand?
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26.
Bugaboo
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27.
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28.
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29.
Bugaboo case:
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30.
Bugaboo case:
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31.
Bugaboo case:
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32.
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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.
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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.
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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
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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
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